SITUATION
A medtech company was preparing to launch a redesigned version of its in-hospital therapeutic device platform. The new design was smaller, lighter, and included features to improve portability and ease of use across multiple hospital departments.
Leadership wanted to understand how these design-driven improvements would influence market share, purchasing decisions, and usage frequency in competitive hospital environments.
CHALLENGE
While the device’s clinical efficacy remained unchanged, the company faced several challenges in predicting the commercial impact of design changes:
- Limited data on how device ergonomics and portability influence hospital purchasing behavior
- Difficulty quantifying adoption gains driven by improved workflow compatibility and staff satisfaction
- Uncertainty around which hospital departments would be most receptive to the new design features
- Need for a robust model to support internal investment decisions and commercial strategy planning
Without clear market impact projections, resource allocation and launch prioritization risked misalignment with actual hospital needs.
APPROACH
ConsaInsights partnered with the client to build a market share impact model combining hospital usage data, competitor benchmarks, and stakeholder feedback on design preferences.
1. User Experience & Workflow Survey
We surveyed clinicians, nurses, and biomedical engineers across 20 hospitals to assess the importance of design factors such as size, weight, ease of transport, and setup time on device usage and preference.
2. Competitor Feature Benchmarking
We compared the client’s redesigned platform against key competitor devices, evaluating feature sets, design ergonomics, and integration into hospital workflows.
3. Market Share Simulation Modeling
Using hospital purchasing patterns, procedure volumes, and stakeholder survey data, we developed a scenario-based model to predict changes in market share driven by design innovation across target hospital segments.