Healthcare Market Research

Types of Healthcare Market Research

There are a wide variety of different studies that can be conducted in the healthcare space.  Some examples of types of market research EMI can assist you with include: 

Customer Experience / Loyalty / Satisfaction

These kinds of studies can help you track satisfaction on key metrics over time, on everything from perceptions of products or services, delivery, availability of goods, service-levels, and more. 

Product Development

These kinds of studies follow the same line of thinking as those conducted by CPGs and other organizations selling products and services to consumers or businesses.  They can help you better understand attitudes and behaviors that can help you develop new or complementary solutions that can increase revenue, market share and/or loyalty.

Market Segmentation

Whether you are in healthcare or another industry, market segmentation studies can help you identify the needs of your target decision-makers, determine key customer characteristics, and help you validate your value proposition.  These types of studies will help you best utilize your time and resources.

Emerging Trends

These studies examine the environment of a specific subsegment or area within the healthcare industry to understand what customers require, want, and/or value.  Insights from these types of studies can help organizations develop their proposition for a new market segment or to help scope a potential new service.

Brand/Advertising Tracking

These studies help organizations understand how their brand or advertising is being perceived by their target audience. It can also help them adjust their messaging or media methods they currently employ.

Persona Development

Healthcare organizations who are looking to better identify additional characteristics of their customers or users utilize these types of studies.  They can help identify different customer or user typologies.

Buyer / Purchase Journey Research

This type of study can help organizations understand the actions and behaviors a customer or patient may have when they are looking for specific services. It can also help healthcare organizations with their go-to-market strategies.

Brand Health Tracking

Ongoing brand health tracking is a key tactic in assessing a healthcare brands’ metrics, like awareness, consideration, and usage over time.  It also assists in measuring the performance of brand and marketing communications.

Brand Perception Research

Healthcare organizations can use these studies to better understand how their brand is perceived in the market and by customers/potential customers. They can also be used to help understand how a brand compares to its competitors, and to identify potential new areas for the brand to go after.

Demand Feasibility Research

Healthcare organizations can use this type of market research to better gauge the demand for their services or products, and how it compares to the overall feasibility in a particular area or market.