How we used SIMALTO to identify the optimal feature set for a disposable respiratory medical device

The challenge

Our client wanted us to  determine the primary challenges of unmet needs in the respiratory medical device space. They further required research to identify a feature set that would optimise the adoption of a disposable respiratory medical device and establish the price customers would be willing to pay.

The solution

We conducted 161 online surveys with Bronch suite Pulmonologists and ICU Physicians (mix of Pulmonologists, Anesthesiologists and Respiratory Therapists) in France, Germany, Spain, Italy and the UK. We had a strict screening criteria in place which looked at time in setting, must have conducted a minimum of 5 bronchoscopies in the ICU and experience using a variety of devices.

We used a SIMALTO approach, which is a powerful, yet straightforward choice-modelling tool developed to overcome the limitations of traditional approaches to multi-attribute product research. This approach was used to simulate various concepts and scenarios in order to understand customer preferences. The respondents completed the SIMALTO exercises, which included 3 tasks with imposed budgets, with the option to complete a 4th, budget-free task.

The client team had access to an online simulator tool, which was used to simulate various concept scenarios, to understand customer preferences.

Outcomes

Through our research were provided our client with strategic recommendations and opportunities in the respiratory medical device space. In a detailed and insightful report we showed our client a variety of positioning options they could adopt and the optimal feature set for a respiratory disposable medical device. The insights helped them understand:

• Physician perceptions of current single-use scopes in different specialties and markets
• Pain points for single use scopes for physicians and desired needs for improvement
• Price sensitivity aspects across different markets and settings
• Brand equity within the market against competitors

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