How we used a staged qualitative approach to help inform the development of a portfolio of novel digital solutions for GI endotherapy
The Challenge
With the strong desire to shape the future of endoscopy, our client needed to understand the landscape of digital solutions in GI endotherapy with a focus on AI, data management (clinical and non-clinical), workflow, and supply management.
The Approach
We utilized a staged qualitative approach to support our client in concept refinement and testing of digital endoscopic solutions:
Stage 1: We conducted a two-hour virtual in-depth interview with a KOL in GI endoscopy to obtain feedback on the concepts prior to testing them with a larger sample.
Stage 2: We provided our client with recommended refinements to the concepts.
Stage 3: We conducted 60-minute virtual depth interviews with 15 Gastroenterologists (GIs) to test the concepts from a clinical standpoint and 6 Hospital Purchasers to validate their economic value. Each GI interview focused on one of three procedures in scope (ERCP, ESD, or Colonoscopy). We recommended a behavioral science based approach that would provide our client with an understanding of both the emotional and rational forms of reasoning, as well as heuristics that drive product evaluation and decision-making.
The Impact
We found that both pharmacists and nurses were highly interested in adopting Product X, even at a price premium, with both groups highly prioritizing ease of use, compatibility with all available PFS, and reduction of steps in the infusion process.
Placing Product X in respondents’ hands for the qualitative interviews allowed us to provide our client with a more thorough assessment of the trade-offs. The pharmacists and nurses acknowledged the increased weight and size compared to current devices, but did not identify either as barriers and instead identified associated benefits.
Our expertise
With a combined heritage of 100+ years across the Senior team in MedTech, we leverage our extensive experience in innovating methodologies and approaches to offer a research design uniquely tailored to the needs of the MedTech industry.