Our client, a company providing services and solutions to physicians, wanted to identify market opportunities for its practice management solutions and assess the market’s willingness to pay for these products and services.
We conducted a country-wide survey of clinic decision-makers. We then ran the data through a model using a combination of factors ranging from the importance and priority level of each service examined to respondents’ satisfaction with the current solution and likelihood to purchase the new solution.
We identified 5 “gold level” opportunities that could yield maximum value to our client, based on clinics’ perceived need and willingness to invest. Using these findings the client identified a concrete opportunity to explore further using qualitative research. Selected survey participants completed a follow-up qualitative interview to help our client better understand the opportunity and how they might best close gaps and offer a compelling value proposition for clinics.