The Client & Business Challenge

Our client was a leading manufacturer of clinical diagnostics solutions for haemostasis and critical care markets.  After acquiring a global leader with a product portfolio focused on patient blood management, our client was able to expand their footprint in this market. Now developing a next generation product, they approached us to gather voice of customer feedback related to workflow, GUI and connectivity/access for this new device.


Our Approach

The main goal for this project was to define an optimal product strategy roadmap for our clients next generation device. To do so we defined three key objectives:

1. Map workflows for key stakeholders around the management of patients that would have to be tested at the point-of-care with this product

2. Identify the needs of key stakeholders for these devices, and assess the response to our client’s device vs. competitor alternatives

3. Explore the connectivity features users and non-users want, and the impact of having certain innovations in a new product

In order to build a full of picture of key stakeholder workflows we proposed to conduct face-to-face depth interviews with cardiothoracic, trauma and obstetric specialists. This approach also allowed us to observe the response to the new device, through stimuli slides and client developed video presentations. Fieldwork was conducted in two US cities (Boston/Chicago) and in the UK (London). A total of N=30 interviews were finalized over a period of 3-weeks.


Results and Impact

By gathering significant detail on the workflows of each specialist interviewed, we were able to map the exact processes physicians follow with current products. In doing so, we noted the scenarios in which a point-of-care haemostasis device is used and highlighted to what extent different healthcare professionals were involved with the device. Having identified that these devices were often not used for their intended purpose (i.e. point-of-care decision making) because of the long processing time of blood samples, we recommended some key actions the client should have taken to increase adoption. Our main recommendation was focused around changing current habits related to when the device is used, we proposed the client consider the development of in-situ capabilities to encourage earlier/more real-time use of processed results.
This research also uncovered needs of stakeholders relative to the graphical user interface in a future device. We were able to recommend what the client had to prioritize with this regard to ensure that the product would become as user friendly as possible. We also proposed what innovations could be included assuming the next generation had in-situ capabilities. These recommendations were integrated in the R&D roadmap by our client – they also helped our client refine their launch strategy as they neared FDA approval for their new product.