GTM strategy research for syringe, infusion & PCA pumps
Developing a go-to-market strategy for advanced infusion devices by mapping hospital practices, user preferences, and competitive scenarios in India.
Overview: This study provided a comprehensive mapping of Indian hospital usage patterns for syringe, infusion, TCI, and PCA pumps to formulate an effective market entry strategy.
Context: The study aimed to support a new product launch by understanding drug and nutrition delivery practices, device awareness, and procurement behaviors in leading corporate, standalone, and government hospitals.
Approach: Combined secondary research with over 35 qualitative interviews (doctors, nurses, biomedical engineers, procurement managers) and 190+ quantitative interviews covering ICU, OR, oncology, and other departments across specialties and regions.
Insights: Key insights included detailed usage patterns, brand awareness and experience levels, preferred device features, procurement decision factors, and receptiveness to new product concepts—informing tailored market positioning and sales strategies.