Healthcare / Medicine / Biotechnology / Pharmaceuticals

For a vaccine manufacturer that had just introduced a completely new vaccine, helping them rapidly gain sales, physician acceptance, and legislative support. Over about a 15- to 18-month period we completed several research programs with physicians and parents in key U.S. markets; a combination of focus groups and individual interviews.

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For a European manufacturer of medical diagnostic equipment, struggling to meet a corporate-mandated market introduction date for a major new offering, we conducted a series of internal meetings with the marketing and product development team. The goals were to help the team fully understand what the results of their existing research data meant, and to set priorities and timetables for the rest of the development process. We helped them determine which new product features were most critical to innovators and early adopters within their target market, and which combinations of features were critical, so the client could make sure those features were included in the first version of the new equipment offering.

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For a suburban hospital planning to revamp its mammography program and services, conducting focus groups and individual interviews with women, radiologists and nurses. The goal was to learn why women avoid mammograms, so our client could develop a promotional program that would increase the number of women having annual mammograms. Several months later, we conducted follow-up research to assess the awareness and effects of the outreach program.

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For a biotechnology firm trying to raise additional funds to miniaturize its new offering (a non-invasive blood sugar testing device for patients with Type II diabetes), conducting over 30 focus groups with patients, internists and family practitioners, endocrinologists, diabetologists, and Diabetes Educators. This multi-part assignment allowed the firm's board to understand just how portable and light-weight their offering needed to be, as well as the structural and perceptual roadblocks to market acceptance of their device at the time the research was conducted.