How to Do Healthcare Market Research (in 9 Key Steps)

Healthcare market research helps you understand what patients need, how providers operate, and where the market is heading.

From rising demand for digital health to shifting care models, it reveals real trends, not guesses.

Whether you're launching a new drug, expanding to a new region, or selling to hospitals, research gives you the data to move smartly.

With the global healthcare distribution market set to reach $534.35 billion by 2033, this guide will show you how to use market insights to grow faster and build better healthcare solutions.

What is Healthcare market research?

Healthcare market research is the process of studying trends, needs, and behaviours within the healthcare industry. It helps hospitals, pharmaceutical companies, and medical suppliers understand patient demand, product performance, and market growth.

For example, the healthcare distribution market alone was worth over $300 billion in 2023 and is growing rapidly to reach $534.35 billion in 2033.

This research supports better decision-making, from launching new treatments to improving delivery systems across the healthcare ecosystem.

👉 Looking for custom research services for your healthcare industry? Learn how our custom market research services can help you.

Why is market research important in Healthcare?

Identifies Gaps in Patient Care

Healthcare market research uncovers where the system is falling short, like long wait times, high costs, or lack of access in rural areas. By studying patient behaviour, feedback, and health outcomes, hospitals and providers can fix real problems.

For example, if research shows many diabetic patients skip checkups due to cost, clinics can introduce lower-cost care packages or mobile services.

Supports Smarter Drug and Device Development

Pharmaceutical companies and medtech firms rely on market research to reduce risk when developing drugs, devices, or diagnostic tools. Research shows what doctors are prescribing, how patients respond, and which treatments are being underused. Instead of building a product and hoping it works, companies build what the market already needs, saving time, money, and lives.

Enables Region-Specific Strategies

What works in the U.S. might not work in India or Brazil. Market research helps healthcare organisations understand local regulations, cultural attitudes, and infrastructure challenges. This allows them to tailor their product launches, pricing models, or service formats for each region. For example, telemedicine adoption in rural Asia is growing fast; research helps brands tap into it the right way.

Improves Distribution Efficiency

Healthcare logistics are complex, requiring getting the right medicine or device to the right location on time. Market research reveals bottlenecks in the supply chain and tracks the rise of digital platforms and automated systems. Companies like McKesson and Cardinal Health use these insights to modernise distribution models and improve traceability, especially for life-saving drugs.

Shapes Value-Based Care Models

With the shift toward outcome-based healthcare, market research helps systems focus less on volume and more on value. By tracking patient outcomes, treatment costs, and satisfaction rates, healthcare providers can design care models that deliver better health results without overspending. This also helps in negotiating smarter insurance or government reimbursement models.

Guides Crisis Response & Future Readiness

Market research becomes critical during events like COVID-19. It helps governments, hospitals, and manufacturers understand demand spikes, patient behaviour, and supply shortfalls. Ongoing research ensures the healthcare system is better prepared for future public health emergencies, from vaccine planning to remote care infrastructure.

How to conduct Healthcare market research? Step by step

Step 1: Know What You’re Trying to Find Out

Every strong healthcare research project starts with a single, well-defined question. Instead of collecting random information, begin with a clear goal that reflects a real business challenge or opportunity. Your research question acts like a compass, guiding who you talk to, what you ask, and how you analyse data.

Some examples of strong research goals in healthcare include:

“Is there a growing demand for home-based dialysis kits in Tier-1 Indian cities?”
“How are mid-size hospitals in the Middle East adopting robotic surgery tools?”
“What’s the price sensitivity for chronic care medications in emerging economies?”

This clarity helps you stay focused and avoid data overload. Don’t try to research everything at once; pick a narrow question that really matters to your product or market strategy.

Step 2: Pick the Right Ways to Collect Information

Once you have your research goal, decide how you’ll collect the information. In healthcare, this means combining primary research (first-hand data from real people) with secondary research (existing industry data).

Primary Research (you collect this yourself):

Surveys: Great for getting quick, large-scale feedback from hospital staff, pharmacists, or patients. Use platforms like Google Forms or Typeform to ask about purchasing habits, product awareness, or care experience.
Interviews: One-on-one discussions with hospital buyers, physicians, distributors, or health tech founders can help you gain a deeper understanding of challenges and decision-making behavior.
Focus Groups: Invite small groups (6–10 people) to discuss needs, frustrations, or reactions to your product or idea. Focus groups are useful when testing a concept or user interface.
Field Visits: Visit pharmacies, clinics, or hospitals. Observe shelf space, stock availability, delivery times, or supplier branding. Talk to staff informally to learn about real-time issues.

Secondary Research (you use published data):

Read industry reports from firms like Consainsights, WHO, or Frost & Sullivan.
Use government health data on disease trends, infrastructure, and public policy.
Scan competitor websites, pricing models, product portfolios, and user reviews.
Explore trade news portals, conference presentations, and analyst briefings.

This mix of data sources helps you see both the “big picture” and the “on-ground reality.”

Step 3: Decide Who Your Research Is About

Not every stakeholder in healthcare thinks the same way. A hospital procurement manager values product efficiency and regulatory approval, while a patient cares more about cost, availability, and ease of use. So, before you begin gathering data, define who you're studying.

Some possible research targets:

Hospital decision-makers (procurement heads, CEOs, CIOs)
Doctors or medical staff who use the product or recommend treatments
Pharmacists or distributors who manage inventory and pricing
Patients or caregivers, especially in chronic or home-based care
Digital health users, especially if you offer telemedicine or apps

Clarifying your target group ensures your questions are relevant and that your strategy reaches the right people in the right way.

Step 4: Talk to Real People in the Healthcare Sector

Conversations bring the market to life. No spreadsheet can tell you what a supply chain manager feels during a medicine stockout, or what a patient experiences during a long wait at a clinic. Talking to people gives you context, and often, the most powerful insights.

Here’s who to talk to:

Hospital procurement managers: Ask about supplier selection, purchase cycles, and how pricing or brand trust matters in decisions.
Pharmacists and wholesalers: Learn about stock movement, product recalls, delivery timelines, and what’s often out of stock.
Doctors and nurses: Explore which products are easy or hard to use, how patient feedback influences treatment, and whether training is challenging.
Patients or caregivers: Understand what they want most — affordability, reliability, access, or information.

To gain valuable insight that surveys can't provide, you can organise 10 well-planned interviews or 2–3 focus group discussions.

Step 5: Study the Market Using Reports and Online Sources

After hearing from people, it’s time to zoom out and explore wider market patterns. Use published data to test assumptions, measure market size, and understand industry direction.

Here’s what to look for:

Market size and forecasts for your product category (e.g. “IV infusion pumps market projected to reach $7.5 billion by 2030”)
Geographical trends, like faster telehealth adoption in urban India vs. rural Africa
Pricing benchmarks from similar players or government tender documents
Regulatory updates that could impact your launch, especially in pharmaceuticals and devices
Investment trends – Are investors backing your space? Which startups are getting funded?

This gives you the numbers to match your interviews and helps justify your strategy to investors, partners, or your internal team.

Step 6: Spot the Trends That Are Shaping the Healthcare Market

Healthcare is not a slow-moving industry anymore. Tech and patient expectations are changing everything. Identifying trends early helps you align your product and marketing with what the market will want tomorrow.

Some trends currently shaping the industry:

Digital health expansion – apps, teleconsultations, digital prescriptions
Demand for home-based care – from post-surgery recovery to chronic condition management
Focus on health equity – companies targeting underserved rural and aging populations
Eco-conscious sourcing and packaging in pharma and device logistics
AI and automation in diagnostics (e.g. radiology, pathology)

Track these using platforms like HIMSS, HealthTech Magazine, and industry webinars or pitch decks.

Step 7: Understand What Your Competitors Are Doing

Competitive intelligence is a vital part of healthcare market research. You want to know how similar products are positioned, what’s working for them, and where they might be falling short.

Use this checklist:

Product portfolio: What conditions do they focus on? What formats do they offer?
Certifications: Do they highlight ISO, FDA, CE, or NABL approvals?
Pricing: Do they offer tiered plans, subscription models, or bundles?
Sales channels: Are they targeting B2B hospitals or directly marketing to patients?
Marketing: What claims do they make? What pain points do they solve?

This helps you find a unique angle, be it faster delivery, patient education, superior quality, or simplified pricing.

Step 8: Estimate the Size of Your Market

Once you’ve gathered all your insights, it’s time to estimate whether the opportunity is big enough and whether it matches your investment appetite.

Here’s how to size it:

Start with industry data (e.g. “the Indian e-pharmacy market was valued at $2.8 billion in 2022”)
Narrow it to your segment—urban home users, mid-size hospitals, etc.
Apply realistic growth rates based on trends and CAGR from trusted sources
Estimate your reachable market (your service region, your target buyer size, etc.)

Even a rough market sizing helps you prioritise and pitch your idea better to investors or senior teams.

Step 9: Make a Clear Plan Based on What You Learned

Good market research is only valuable when it turns into a solid plan. Use everything you’ve learned to build a clear next step.

Your research summary should answer:

What is the key market opportunity or problem you’re solving?
Who is your ideal customer or end-user?
What did your surveys and interviews reveal?
What does the external market data say about size, pricing, or trends?
How are competitors positioned, and where can you differentiate?
What are your action items — build, improve, launch, wait, or test?

This summary becomes your go-to reference as you build or adjust your healthcare offering.

How Consainsights Can Help You with Healthcare Market Research

At Consainsights, we understand the complexity and urgency of the healthcare industry. With new technologies, rising patient expectations, and tough regulations — businesses need more than generic data. You need custom research that’s practical, region-specific, and rooted in industry realities.

Whether you're entering new markets, launching a healthtech product, or trying to understand hospital procurement behaviour, our team delivers:

Custom market research reports
Real-time data on 13,000+ global markets
Insights into distribution channels, pricing, and policy impact
Strategic recommendations for entry, growth, and differentiation

From pharmaceuticals and medtech to digital health platforms — we help you unlock opportunities, minimise risk, and move faster with confidence.

📩 Reach out to us at [email protected] and let’s build your next move with data that makes sense.

When to conduct Healthcare market research?

Before Launching a New Drug or Medical Device

In healthcare, safety and usefulness come first. Before launching a new medicine, vaccine, or device, it’s critical to know if doctors will prescribe it, if hospitals will stock it, and if patients will accept it. Market research helps you test the demand, find the right price, and understand what’s already being used.

It reduces risks and gives you confidence that your product will help people and succeed in the market.

When Expanding to a New Country or Region

Healthcare systems are different everywhere. A hospital delivery model that works in the U.S. may not work in India or Africa. Before entering a new market, research helps you learn the region’s health regulations, treatment protocols, cultural behaviours, and care delivery gaps. This lets you adjust your product, pricing, and strategy to fit local needs and compliance rules.

Before Partnering with Hospitals or Clinics

If you’re selling to hospitals, you need to understand how they choose vendors, what features they value, and who makes the buying decisions. Market research helps you identify the best way to reach hospital administrators, which certifications matter most, and how to compete with existing suppliers. This is especially useful for healthtech and B2B medtech companies.

When Patient Behavior or Demand is Changing

After COVID-19, patients started using telemedicine, e-pharmacies, and home care more than ever. If you see changes in how patients search for care, manage diseases, or use apps, it’s time to do research. You’ll learn what’s driving those changes and how to adapt, whether that means offering remote services, simplifying instructions, or improving digital access.

When Regulations Impact Your Business

In healthcare, rules change fast, whether it's drug approvals, health insurance coverage, or data protection laws like HIPAA. If a regulation affects your product, you need to understand how it will impact your target audience. Market research helps you measure how hospitals, payers, and patients are reacting, so you can adjust your delivery, compliance, or training plans.

When Your Product Isn’t Performing as Expected

If your sales are slow or feedback is negative, market research helps you find the “why.” Maybe your product is too expensive, too complex, or not trusted yet. Talking to doctors, pharmacists, or users can reveal what’s wrong and how to fix it before the problem grows. It also helps reposition your brand in a crowded market.

Before Building a Digital Health Tool or Platform

Launching an app for chronic disease management or a platform for hospital logistics? Research is a must. You’ll need to understand how doctors and patients use technology, what features they expect, and what stops them from adopting new tools. This feedback helps you design features people will actually use and pay for.

When Competing for Tenders or Institutional Contracts

If you're bidding for a government tender, hospital group contract, or large health system partnership, research helps you prepare a stronger proposal. It gives insights into pricing benchmarks, procurement needs, and service expectations, so you can align your pitch and stand out among other bidders.

When Planning a New Service Model (Like Subscription or Home Delivery)

Whether it’s a medicine subscription, lab test-at-home, or remote patient monitoring, you need to validate the model. Will people trust it? Can they afford it? Do hospitals see value in it? Market research helps you understand demand, willingness to pay, and what concerns need to be solved before launching.

Market Segmentation in Healthcare

Healthcare Market by Customer Demographics

Hospitals: In 2023, hospitals accounted for the largest market share in healthcare distribution with a value of $170.94 billion, and this is projected to grow to $282.40 billion by 2033, maintaining a 52.85% share.
Pharmacies: The market size of pharmacies was $79.02 billion in 2023, and it is expected to increase to $130.54 billion by 2033, driven by rising prescription volumes and retail health services.
Clinics: The clinic segment was valued at $35.90 billion in 2023 and is anticipated to grow to $59.31 billion by 2033, supported by expanding outpatient services.
Home Care: Home care services reached $37.58 billion in 2023 and are forecasted to grow to $62.09 billion by 2033, owing to ageing populations and a shift toward personalised home-based care.

Healthcare Market by Product Type

Pharmaceuticals: Pharmaceuticals represented the largest product category with a value of $220.52 billion in 2024 and are projected to increase to $364.32 billion by 2033, maintaining a dominant market share of 68.18%.
Medical Devices: The medical devices segment was valued at $70.48 billion in 2024 and is expected to grow to $116.43 billion by 2033, driven by the rising demand for diagnostic and therapeutic equipment.
Medical Supplies: Medical supplies were valued at $32.44 billion in 2024 and are projected to reach $53.59 billion by 2033, due to steady consumption in clinical settings.

Healthcare Market by Distribution Behaviour

Wholesalers: Due to their extensive distribution networks, wholesalers led the distribution channel segment with a value of $220.52 billion in 2024, projected to reach $364.32 billion by 2033.
Direct Sales: Direct sales accounted for $70.48 billion in 2024 and are forecasted to grow to $116.43 billion by 2033, particularly in specialised product segments.
Online Sales: Online sales stood at $32.44 billion in 2024 and are expected to grow to $53.59 billion by 2033, reflecting the increased adoption of digital procurement platforms.

Healthcare Market by Geography or Region

North America: The North American market was $103.77 billion in 2023 and is projected to grow to $184.83 billion by 2033, supported by its advanced healthcare infrastructure.
Europe: Europe’s healthcare distribution market was valued at $105.57 billion in 2023 and is expected to reach $188.04 billion by 2033, benefiting from integrated digital delivery systems.
Asia-Pacific: The Asia-Pacific market stood at $51.24 billion in 2023 and is forecasted to grow to $91.27 billion by 2033, driven by healthcare access improvements.
South America: South America recorded a market value of $2.22 billion in 2023 and is projected to increase to $3.95 billion by 2033, as investments in urban healthcare rise.
Middle East & Africa: This region's market size was $37.20 billion in 2023 and is expected to grow to $66.26 billion by 2033 due to ongoing healthcare infrastructure development.

Healthcare Market by Technology Use

Automated Systems: Automated systems were valued at $261.69 billion in 2024 and are forecasted to grow to $432.34 billion by 2033, reflecting increased efficiency in logistics.
Digital Platforms: The market for digital platforms was $61.74 billion in 2024 and is projected to reach $102.01 billion by 2033 as supply chains adopt smarter tracking technologies.

How can you apply Healthcare market research insights to improve your strategy?

Healthcare market research gives you real-world feedback that can shape smarter, more effective strategies. Once you have the insights, here’s how you can use them to make meaningful improvements:

Refine your product or service: If research shows patients find your medical device hard to use, you can redesign it with simpler instructions or more ergonomic features.
Target the right audience: If data shows that urban hospitals adopt digital tools faster, you can focus your marketing and sales efforts on those high-potential buyers.
Adjust pricing: If hospitals or pharmacies say your product is too expensive compared to competitors, you can revise your pricing or offer flexible payment options.
Choose better channels: If doctors prefer in-person demos or webinars over brochures, you can shift your outreach to more trusted and effective formats.
Plan for growth: If research highlights rising demand in certain regions or specialities, like telehealth in rural areas, you can prioritise expansion where success is more likely.

Final words

In healthcare, good decisions can’t be made on guesswork. Market research brings you closer to what patients need, what hospitals expect, and where the industry is heading next. Whether you’re launching a new device, exploring a new region, or refining your strategy, research helps you move with clarity, not just confidence.

At Consainsights, we don’t just give you data, we decode it, customise it, and turn it into strategy.

Need help with healthcare research? Let’s build your next big move, together.

👉 Contact us and get expert-led insights that deliver real results.