Accurate medical device voice of the customer analysis is critical for a medical device company as it determines projected adoption. Medical device consulting firms use inputs from key opinion leaders. They select physicians with significant and aligned domain experience and conduct one-on-one interviews. This selection is based on specific criteria. The voice of the customer analysis delivers a candid opinion from technology’s primary users and the target market. A medical device consulting firm can identify uncovered issues that can become market drivers. This analysis helps in addressing the chasm between medical technologies adopters are interested in and technologies they would consistently purchase. It also confirms the adoption cycle driven by product performance perception and addressed clinical needs. The medical device voice of the customer analysis also explores multifaceted requirements for concept validation support and development risk mitigation. This critical analysis also identifies the following technology selection influences:

• Therapeutic trends
• Practices patterns
• Purchase decision
• Instrumentation features
• Pricing

It also helps in understanding the physician’s purchase decision.

As the healthcare industry evolves, medical device consulting firms help medical device developers in addressing new challenges. These firms make an extended purchase cycle more predictable.

There is a push to alternate care environments. As a result, hospital stays have decreased. Medical devices used in inpatient healthcare settings are moving to urgent care centers, ambulatory surgical centers, home care environments and long-term care institutions. This has created new opportunities for medical device developers. A medical device developer requires to understand the clinical expectations of traditional healthcare settings and alternative care environments.

Both hospitals and alternative care environments adopt medical technologies that deliver efficient, accurate and safe healthcare outcomes and also help in curtailing healthcare costs. Their goal is to deliver quality care at reduced costs without making significant changes in their workflows. Medical device companies that deliver value drive more revenue. The device has to be a combination of innovation and economic value. This value is not only desired by physicians but also by staff with administrative and medical device maintenance responsibilities. 

The voice of the customer analysis helps in understanding the expectations of all stakeholders. A medical technology developed with these expectations also makes it easy for medical device value analysis committees to evaluate the device. This makes the purchase cycle less complex. Even when the device is for the physicians’ use, it is critical to meet patients’ expectations as they often take control of their care.        

To ensure that the device meets the expectations of all stakeholders, the medical device developer requires to understand the current and future medical device markets. It is critical to engage physicians, patients and other medical technology users to understand their motivations for the technology evaluation and purchase.

First of all, the innovator requires a purchase assessment to confirm stakeholders involved in the medical technology evaluation, purchase and use. This is followed by the assessment of purchase drivers. 

Medical device consulting firms have tools and resources to uncover purchase drivers. When updated periodically, this approach delivers a clear and comprehensive understanding of:

• Key purchase influencers
• The short-term and long-term actions the developer is required to take to drive revenue in the current and future market