Situation:

A diagnostics company focused on improving pediatric healthcare was seeking support in gaining a comprehensive understanding of customer needs and the market landscape for their point-of-care product. Thus, Kineticos was asked to support product development and provide key insight into the technical requirements, customer buying preferences and reimbursement strategies for potential users.

Process:

To ensure the product met customer needs, Kineticos launched a technical voice of customer study designed to unveil key technical requirements and buying preferences.   Kineticos supplemented the survey with secondary research on reimbursement rates, analogs, test menus, and market sizing among other market landscape factors.

Outcomes:

Following a rigorous market research methodology, Kineticos was able to expeditiously understand specific user requirements, pay rates relative to similar platforms, technical details of the point-of-care device among other buying preferences. The final report detailed specific customer needs as they related to design specifications, test menu, IT requirements and pricing.