Spotlight on MedTech Market Research

Interview with Sabera Hyderally:
Head of MedTech at Purdie Pascoe

An introduction to Sabera

Sabera, tell us a bit about yourself?
Personally, I have two adult children and relocated to Lewes in Delaware, two years ago to be close to the water. Ironically, I see my children more frequently now than when they were living closer – the water is a big draw!

Professionally, I have dedicated over 30 years to market research, starting with 2 years in consumer research focussing on eye-tracking and package testing. I then transitioned to healthcare, and for the past 20 years, my focus has been on MedTech.

In your spare time, when you aren’t delivering MedTech insights to clients, what do you enjoy doing?
I begin most mornings with an hour of hot yoga. On weekends, I enjoy painting oil portraits, primarily of horses, or kayaking on the bay when the weather allows. I am multilingual and currently learning Portuguese because I adore their jazz music.

If you could have one superpower, what would it be, and why?
Control time - either pause it or travel through it. This would allow me to prevent terrible events in the world and, of course, provide some extra time to finish a proposal!


Sabera’s Perspective - Deep Dive

Can you tell us more about the MedTech work Purdie Pascoe delivers?
We typically support early-stage engagements, such as market characterisation, opportunity assessment, and exploration of the buying process or patient journey, all the way through to commercialisation. Due to our strong legacy in MedTech research, we understand the unique needs of this sector and provide customised solutions grounded in robust market research practices. Our clients often face challenges in justifying the value of market research investments. This is where we excel, quickly becoming trusted partners who help increase stakeholder engagement, socialise insights, and provide support well beyond the delivery of any one project.

You opened Purdie Pascoe’s US office earlier this year. What has been the best part of the growth journey so far?
I thrive on the excitement of building. Joining Purdie Pascoe nearly a year ago has been a unique experience because for the first time, I’ve joined a company that truly lives and breathes MedTech, providing me with genuine support. It’s been an incredible journey and many of my former team members have now joined our US team, and we have strong collaboration with our European colleagues. The company is very entrepreneurial, and I love the high energy and collegial spirit that permeates through the entire organisation. We all come together each day with a shared purpose focused on our clients’ needs, supporting each other to execute efficiently, all with a sense of fun. The hands-on involvement of Senior Leadership in projects makes a significant difference, ensuring that everyone is rowing in the same direction as one united force.

You have been in the industry for over 30 years, how has the industry evolved?
When I first started, it was all pen and paper. Technology has since made us more efficient, faster, and comprehensive. Tools that allow us to “listen” to voices across various social media platforms and engage with respondents in diverse ways—such as online communities, web-based focus groups, and quick mobile surveys. These techniques have enabled us to be more creative in our approaches.

Can you shed some light on why market research is so important in the MedTech space?
Reducing risk as our clients bring products to market is crucial, and market research plays a vital role in providing valuable insights into customer preferences and pain points. We are often asked about minimally viable products, and market research excels in addressing this need. Unlike the pharmaceutical market, where the “buyers” are more defined, our clients frequently struggle to identify and engage with the right stakeholders to introduce their products into healthcare systems.

What tools should be used in MedTech market research to effectively test, validate and optimize products or any associated apps and IT systems?
It depends on the target audience. “Typical” respondents, such as physicians, nurses, and purchasers, can be engaged through various methods, including online communities, focus groups, and surveys. However, non-traditional market research targets, such as IT professionals, biomedical engineers, legal and safety officers, or lab managers, require a more personalised approach. We often gather information from these groups through in-depth phone interviews or hybrid survey/phone methods.

What are the current trends in the MedTech industry?
Generative AI is evolving in exciting ways, particularly in the GI market, predicting acute illnesses, and managing chronic conditions. The growth of wearables and AI/ML-assisted devices continues to accelerate, and post-COVID, we’ve seen significant growth in telemedicine. We’re actively supporting sustainability initiatives in both the US and EU. Personally, I am particularly interested in the trend towards health equity.

What are the biggest challenges facing the MedTech industry today?
Regulations, particularly in the EU, are becoming increasingly complex, highlighting the value of our Post Market Clinical Follow-up (PMCF) Survey division. Cost and supply chain disruptions are ongoing challenges, but we’re also witnessing heightened competition in areas that previously had a single dominant player, such as robotics and POC diagnostics. The rise of AI/ML-assisted devices has brought increased scrutiny and concerns about cybersecurity, especially as more solutions migrate to the cloud.

How is Purdie Pascoe helping customers to overcome these challenges?
Market research and PMCF! We encourage our clients to initiate early as it’s more than likely that we’ll need to conduct multiple rounds. This approach allows us to adapt as new insights emerge and the scope of the challenge becomes clearer.

What makes Purdie Pascoe’s MedTech market research delivery unique as a business?
I’ll let our clients answer that one. Here are two recent testimonials that speak volumes:

“I want to thank you again for your exceptional work and impeccable execution. The insights we have obtained have significantly boosted our morale and confidence.” Insights Manager

“We are all just so happy we selected you as our vendor for this initiative and how pleased we are that you have turned out to be the partner you said you would be when you presented your offer. The project management, the guide and the moderating has been exceptional but more importantly you’ve challenged us to revisit the messaging, we don’t get that from other suppliers. I know you don’t have to do this extra work, and we are grateful.” Global Product Manager


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Mastering PMCF Data Collection: Overcoming Challenges to Achieve Success