SITUATION
A medical technology company was preparing to launch a second-generation device designed for therapeutic use in acute care settings. The new version was smaller, lighter, and optimized for transport within and between hospital units, addressing operational bottlenecks experienced with the first-generation product.
While clinical efficacy was strong, the company recognized that adoption would depend heavily on how well the device integrated with hospital workflows and transport logistics. Leadership sought a structured, evidence-based approach to position the product for maximum operational impact.
CHALLENGE
Even with improved design, adoption could be slowed by existing hospital practices and logistical constraints. The company faced several challenges:
- Limited visibility into how different hospital units manage device transport and storage
- Variations in workflow between tertiary, secondary, and regional hospitals
- Lack of quantified evidence showing how the second-generation device could reduce operational burden
- Internal uncertainty on how to communicate workflow advantages effectively to purchasing committees, clinicians, and supply chain managers
Without clear workflow benchmarking, positioning the device for hospital adoption and procurement decisions risked being theoretical rather than actionable.
APPROACH
ConsaInsights partnered with the client to map hospital workflows and identify opportunities where the second-generation device could deliver measurable operational benefits. The approach included four key steps:
1. Hospital Workflow Analysis
We conducted structured interviews and observational studies across 15 hospitals, including ICUs, emergency units, and procedural suites. Data collected included device transport paths, storage practices, and staff handling patterns.
2. Comparative Workflow Benchmarking
Using the first-generation device as a reference, we quantified bottlenecks, setup times, and transport delays. We identified units where workflow optimization would deliver the greatest operational impact.
3. Stakeholder Mapping
We identified key decision-makers and influencers in adoption, including respiratory therapists, nurses, procurement officers, and logistics coordinators. Their priorities were integrated into messaging and positioning strategies.