Case Study: Phone survey / Operating room

Question. A manufacturer of operating room capital equipment needed to understand trends in the OR for new product development.

Answer. Over three-months, Qessential conducted in-depth phone surveys with 100 surgeons, anethesiologists, OR directors, OR nurses and facility administrators to learn about how OR staff use specific types of mobile surgical platforms in outpatient settings. The Qessential team developed the survey, conducted the interviews, aggregated and analyzed the data, and prepared a comprehensive report.

Results. Based on the research insights gleaned from the survey, the client was able to develop a more cohesive strategy both for a new product system and for enhancing current product lines. The understanding of customers' willingness to adopt a new surgical platform allowed them to qualify the market potential for their new product concept. This information also led to a restructuring of product development and marketing operations at the company, which elevated the priority of new product introductions in the marketplace.

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