Bringing new medical products to market can be a lengthy and expensive process. Companies often get one chance to get it right before competitors react or marketing budgets run out. A concept test—qualitative or quantitative research to get an early read on customer reaction to a new product idea—can be a great way to reduce the risk of commercial failure and give the design team vital information to course-correct before proceeding to full launch.
The AMS Difference
Applied Marketing Science (AMS) has conducted concept tests for medical products across medical specialties. We use qualitative and quantitative methods such as mini focus groups and in-depth interviews with hands-on concept evaluations. We also use digital testing tools such as asynchronous discussion groups and mobile surveys to present concepts and gather responses from far-flung key opinion leaders or mobility-compromised patients. Our concept testing for medical and healthcare markets approach follows several core principles:
- We focus on customer needs. As in all our research, we are acutely focused on the underlying benefits that clinicians and patients seek, not just the features they like or dislike.
- We consider multiple angles. In a typical medical concept test, we collect insights about clinical acceptability, patient tolerability, physician usability, fit with existing technologies, training required, and relevant substitutes.
- We help you develop alternatives. Not only can we help you gather customer opinions, but we can work side-by-side as you work to address issues.
The End Result
You can rely on AMS to get your team the information that has an immediate impact on medical product strategy. Our concept testing work has included a new-to-the-world ventilatory assistance system, a new version of a colonoscopic snare, a new device for patients with urinary incontinence, and a new point-of-care blood-gas testing device.
Learn how our research can help you reduce uncertainty in new product launches. Connect with us
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