Intelligence Driven Results

Developing a next generation family of diagnostic analysers

Background &Objectives

2 In-Depth Team Meetings9 weeks of project work

1 Next Gen Laboratory

In-scope markets

Objectives Assess challenges & unmet need with regard to current analysers with

specific focus on workflows and bottlenecks in the process Test hypotheses on workflow improvement Develop a manageable set of concepts for testing with customer

stakeholders Assess response to overall concept, 4 components and specific

features Identify perceptions on impact of the device on workflows and user

interactions with the device and its 4 concept components: Assess strengths & weaknesses, identify questions, concerns and

additional information requirements Test the response to innovative charging models and willingness to

pay Develop market uptake models and pricing strategy

Multiple project calls

Background The client company is a global leader in its field of laboratory

diagnostics, their range of devices is immensely successful, but there is a need to evolve and stay at the forefront of the market

The company had undertaken significant voice of the customer discussions and identified a wide range of potential innovations in many different directions

IDR Medical had already worked with the client on developing an innovative device in another area of diagnostics

111 qualitative Interviews in7 countries

Methodology

US, France & China: Face to face

UK, Germany, Italy: In depth telephone

Japan: In office F2F

Qualitative in-depth research

IDR Medical developed an agenda for a F2F, day long kick off meeting at the client’s head office

A large cross functional team of client stakeholders (~30) from R&D, marketing & commercial functions attended the meeting

Key agenda items included: Visit to customer center to review current portfolio

of devices Review voice of the customer material Review the range of potential concepts & roadmap

options Review project approach and methodology

After the call, IDR Medical worked closely with the client to refine the concepts and develop viable stimulus material which included video animations

F2F interviews lasted approx. 1 hour, telephone

interviews lasted ~50 minutes

Techniques IDR Medical conducted a total of 111 IDIs. The exact respondent targets and screening criteria were determined in the project set-up phase.

Interviews were done blind (i.e. the Client was not identified as the sponsor of the research and respondents were also not identified)

Face-to-face interviews took place in professional viewing facilities (except Japan). Interviews were recorded and 1 way viewing mirrors provided for real time client monitoring. IDR Medical utilized the viewing studios of Tier 1 facilities. IDR Medical did these interviews in NYC, Paris and Shanghai. Interviews took place over 2 days in each city. One moderator was used for all in facility face to face interviews across the scoped markets. In China, a translator with extensive experience in lab diagnostics was present in the room with the moderator, interviews were scheduled for longer.

Interviews were supplemented with comprehensive stimulus material - both physical mock ups and video animations described the proposed product solution and outlined the potential impacts on workflows

Years in role

Department/type of laboratory

Frequency of personal use of

specific analyser category

No./type of samples per day

Screening Criteria

Recruitment Criteria

Job title

Respondents were screened against the following criteria

Project Outcomes & Conclusions• The project from kick off to delivery presentation was completed in exactly 9 weeks• IDR Medical ran a full day delivery workshop in the client’s headquarters with the extended project team

• The workshop was a combination of a reportout of the research data and a decision making exercise with regard to priority setting for product development

• In summary, the conclusions of the research were as follows

• The general hypotheses about bottlenecks in the diagnostic process were correct, but unsurprisingly, the significance of these bottlenecks were impacted by a number of factors:

• Structure of lab/situation with regard to other lab departments

• Size of lab

• Degree of automation

• Logistical situation space/location

• Local factors: regulatory/management structure/reimbursement/testing protocols. (Specific markets stood out for identified reasons)

• Guidance was provided on prioritising concepts, individual features, positioning and pricing

• Subsequent to the project delivery meeting, a further presentation was made by IDR Medical to the senior leadership team in order to gain approval for the decisions made as a result of the research

• A quantitative web survey utilising conjoint is planned for the future to further commercialise the product offer

• The next generation concepts were regarded extremely positively overall. This positive response was not surprising given the extensive voice of the customer work done prior to idea generation and concept development within the client organisation and the co-operation between IDR Medical and the client to develop strong clear value proposition stimulus material

• The concepts had differing levels of value, both overall and also based on a number of factors relevant to type, size, and structure of the lab; clear recommendations were made with regard to segmenting and targeting the opportunity