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Medical technology

We have a wealth of experience with medical devices and systems, which includes surgical tools and implants, patient/caregiver administration devices, scanners, IT systems, robotics, AI, diagnostics and telemedicine, as well as SCT and gene therapy technologies.

The way MedTech products are developed, tested and marketed has changed. In the US, a shift from a fee-for-service model to Value Based Care means that, as in many EU markets, products must fit within the framework of a new paradigm.

A product’s value proposition must be measurable, marketable, competitive and credible. The product must offer a positive experience for the healthcare professional and the patient. Value must be clearly demonstrated to payers and government agencies responsible for public health.

Our dedicated MedTech team (of 15 specialist researchers) has unique regional expertise spanning the US and EU. We have a global footprint, with specialisations in emerging markets, pricing and access.

We provide MedTech with research insights to better understand stakeholder needs, effectively position the brand and provide the metrics required to demonstrate value.

Our areas of MedTech expertise:

Hight cost capital equipment

IT systems

  • Scanners and diagnostic equipment (radiology scanners, endoscopy towers, etc.)
  • Furnishing and exam equipment (dental chairs, ophthalmology equipment, etc.


  • EUIs/operating systems/ data storage systems (e.g. digital devices, endowriters, EMR)
  • Adherence tracking packs/ software
  • Telemedicine platforms


Lower cost capital equipment & disposables

Patient use devices

  • Digital IV drip monitors, blood pressure cuffs, stethoscopes, etc.
  • Disposable components and single use devices


  • Retail products – e.g. digital sublingual thermometer
  • Rx via retail pharmacies – e.g. insulin in a pen
  • Specialty pharmacy products – e.g. IVIg pump


Surgical implants

Surgical/procedural systems and tools

  • Cardiac pacemakers, joint replacements, etc.
  • Combination implants – e.g. stents, contraceptives
  • Morcellators, debriders, monopolar/bipolar electrode resection devices
  • Robotics
  • Scopes and procedural accessories


Types of research

Human Factor Studies
Human factor research is crucial to measuring and understanding quality of care and the user/patient experience. We conduct design and usability studies using simulations and models to test, validate and optimise products and any associated Apps and IT systems.

We also analyse risk and safety-in-use. We can carry out studies with multiple stakeholders and employ highly skilled and experienced moderators to ensure research is carried out safely and effectively.

Examples of needs met:

  • Product design and usability research
  • Introduction of new product/product update
  • Verification/validation
  • Optimisation/further development
  • Related apps and IT systems
  • Risk Analysis/Safety-in-Use - e.g. usage context, adherence, training, PI testing


  • Typically qualitative one-on-one; may be iterative/semi-iterative and ethnographic methods may be appropriate
  • Often semi-structured
  • May be quantitative or have quantitative follow-up
  • Where the end user is a patient or caregiver, safety-in-use studies are typically conducted in person

A powerful, yet straightforward choice- modelling tool developed to overcome the limitations of traditional approaches to multi-attribute product research. For our MedTech clients, it recognises the importance of treating price as a constraint rather than a variable and identifies customers’ minimal expectations, as well as the incremental value of improvements or more expensive features.

Procedure Immersion
Recognising the challenge of testing concepts outside a lab setting, our Procedure Immersion technique quickly puts the physician at the OR table. The technique
is a structured graphic framework that maps a procedure from the time a patient is prepped to closing.

The cues facilitate use of highly technical language and allow the moderator to probe on challenges, pain points, rationale to approach, what’s typical etc. The beauty of the technique is that it can be applied to online research as well as in-person discussions.

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Sabera Hyderally

Director, Head of MedTech

Sabera has over 27 years of experience dedicated to making sure your market strategy is engineered with as much precision as your products. She has expertise in quantitative and qualitative research tools available to aid strategic decision-making for pharmaceutical, medical and surgical device manufacturers. Special emphasis supporting the global market research needs of manufacturers for diagnostics, implants, surgical tools and disposables, capital equipment and software/hardware.

Sabera Hyderally