US – 25 Hospital Administrators: Procurement Research
Who Really Buys? Recruiting 25 US Hospital Administrators
A physician may champion a new device, but finance, supply chain and service line leaders decide whether it reaches the shelf.
A manufacturer preparing to launch an embolization product wanted to understand how US hospitals buy these products: who decides, how long it takes, what matters in vendor selection and how sensitive buyers are to price…
US & Europe – 45 Physicians and Buyers: Brand Positioning Research
Recruiting for Ideas: Finding Respondents Who Can Talk Brand Positioning
A medical device business wanted to test its brand position: what it could credibly own in the minds of physicians and hospital buyers. That called for respondents who could step back from individual products and discuss companies, markets, and marketing ideas.
So the recruit was deliberately selective. Physicians were drawn from surgeons we had…