This research study evaluated the consumer’s initial reaction and interest level for a new business model being developed for the Healthcare industry. Qualitative focus groups, comprised of specific target demographics, provided insights on their level of satisfaction and/or frustration with their current patient/doctor relationship and care. By understanding the current patient sentiment, interest and/or barriers for this new model were identified. Key findings were provided to help solidify this unique solution.

service: Qualitative
completion date: September 2013


the approach: Market in View recruited small groups of consumers, in four different market segments, to participate in discussions aimed at understanding how patients perceive the traditional model of healthcare. The patient’s ideal scenario was investigated, highlighting what changes the patient would like to see in the future. By gauging initial interest and understanding of this unique strategy, valuable insights were gained. Given that this new healthcare care model would utilize technology that is new to the traditional medical practice, immediate feedback identified key misunderstandings or concerns from the focus groups. The client was able to make adjustments to presented material while focus groups were still fielding.
the results: Market in View’s research and analysis led to key findings, highlighting specific issues that must be addressed to alleviate market concerns. Specific patient expectations will provide a guide as this solution in health care offering is further developed.