01
Client context
A medical technology company was evaluating the potential for a device category in a new market.
02
Business challenge
The company needed to understand addressable procedure volumes, clinician attitudes and how hospitals purchase similar devices.
03
Research objective & questions
Size the addressable opportunity for a device category and understand clinician adoption and hospital procurement.
- What is the addressable opportunity based on relevant procedure volumes and settings?
- What drives clinician adoption and preference?
- How do public and private hospitals evaluate and procure devices?
- What pricing and reimbursement factors affect uptake?
04
Methodology & approach
- Secondary research
- Epidemiology, procedure data, published literature and regulatory pathways.
- Clinician interviews
- Specialists and key opinion leaders across hospital types.
- Procurement interviews
- Hospital administrators and purchase committee members.
- Opportunity model
- Patient-flow and procedure-based model with scenarios.
05
Sample & geography
- ~20 clinician interviews
- ~10 procurement interviews
- ~5 KOL interviews
- Geography — India
06
Key findings
- Adoption depended strongly on clinical evidence and peer endorsement.
- Private hospitals evaluated total cost of ownership; public procurement was tender-driven.
- Training and after-sales support were decisive for smaller facilities.
07
Business implications
- Lead with evidence generation and KOL engagement.
- Develop differentiated approaches for private and public channels.
- Build a training and support model into the commercial plan.
08
Outcome
An opportunity model with scenarios and a recommended market access approach.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.