Advisors Plus Independents: A Blended Sample for Two Venous Device Concepts
Advisors know the technology. Independent physicians show how the market might react.
A device company was evaluating a drug-delivery device and a debulking device. It wanted to know how physicians would view each one and whether early data was convincing.
The sample was blended by design:
10 physicians recruited independently, with the sponsor kept blind
5 physicians who already consult for the client
Including both groups served different purposes. Consultant physicians could speak to hands-on experience and the clinical data in detail. Independently recruited physicians gave an unbiased read on first impressions, likely uses, and barriers.
All 15 interviews took place by Zoom and lasted about 60 minutes. Fourteen physicians were based in the US and one in the UK. The sample included nine vascular surgeons and six interventional radiologists.
The independently recruited group was active in deep venous work, averaging high iliofemoral or iliocaval stenting procedures and high-volume venous thrombectomies in the past year. They worked across hospitals of all types and office-based labs.
Reporting the two groups separately kept the findings clear. Hands-on users described promising early results, while the wider group helped test whether that enthusiasm would carry across the market.
That gave the client an early, grounded view of where each concept might fit.
