FIELDS
SPECIALTY FIELDS | ACTIVE USERS |
Chiropractor | 24,761 |
Counselor Psychology | 87,493 |
Dentist (all types) | 36,690 |
Hospital Administrator | 17,365 |
Healthcare Administrator (other) | 84,556 |
Healthcare Executive (other) | 30,573 | Laboratory Technician | 19,055 |
Laboratory/Medical Technologist | 49,520 |
Nurse (all specialties) | 946,428 |
Nurse Practitioners (all specialties) | 150,060 |
Nutritionist / Dietitian | 49,091 |
Optometrist | 20,515 |
Paramedic/EMT | 124,693 |
Physical Therapist | 79,145 |
Physician Assistant (PA) (all specialties) | 95,430 |
Pharmacists (all types) | 187,996 |
Psychologists | 88,333 |
Radiology Technologist | 26,575 |
Rehab Specialist | 24,310 |
Social Worker | 74,787 |
Unmatched recruitment, advanced targeting, research solutions to meet your needs.
Meet the team.
Phone Number (optional)
Additional Details (optional)
The healthcare industry is an ever-evolving one, and market research plays a pivotal role in understanding consumer behavior, changing trends and preferences. Healthcare companies are looking to gain insights into how their products or services are perceived by consumers in the marketplace. Market research provides these organizations with the invaluable data needed to make informed decisions about their current offerings and potential new markets.
Moreover, market research can also be used to analyze competitor activity in order to better understand their strategies and identify new opportunities for growth. Through researching competitors’ pricing strategies and product features, healthcare organizations can leverage the information gathered to create more competitive offerings that will appeal to target audiences.
In addition, market research helps healthcare businesses develop effective marketing campaigns designed to reach their target audience. Knowing who their customers are and what drives them to choose certain products or services is essential in order for companies to tailor the right messages that will resonate with the intended audience. Research also helps identify which channels are most effective for reaching specific consumer segments and allows companies to adjust their strategies accordingly.
Finally, market research plays an important role in evaluating a healthcare organization’s overall performance. By conducting surveys and focus groups, businesses can gain valuable insights into how their offerings compare to competitors and where they stand in terms of customer satisfaction. With this information, they can make necessary changes to better meet consumer needs while ensuring they remain competitive in the marketplace.
Overall, market research provides vital information that is essential for any healthcare organization to remain competitive and successful. By leveraging data from research, companies can make well-informed decisions that will help them stay ahead of their competitors and ensure their customers are satisfied. Market research is a must for the healthcare industry!
Market research in the healthcare industry is an important tool to help businesses identify and understand customer needs, trends, and behaviors. It can also be used to develop new products and services that meet those needs. Market research helps organizations make data-driven decisions about their target markets, pricing strategies, promotional activities, and more.
The healthcare industry has a wide range of customers with different needs. Healthcare providers need to understand what types of treatments are being sought by their patients, as well as the cost implications associated with each treatment option. For example, pharmaceutical companies may conduct market research to understand how much people are willing to pay for particular drugs. They can then use this information to price their drugs appropriately based on consumer demand and competition in the market.
In addition to pricing strategies, healthcare providers can use market research to understand the preferences of their target markets in terms of treatments, services, and products. For example, hospitals may conduct surveys or focus groups to determine what types of medical care people prefer when they’re sick or injured. This helps inform decisions about which services should be offered at their hospital and how much those services should cost.
Finally, market research is used in the healthcare industry to understand health trends and changes in the sector. For instance, researchers may track changes in public opinion on different health issues such as vaccination or obesity management. Additionally, they may analyze data related to new healthcare technologies that are being developed by companies to better serve customers’ needs.
Overall, market research is an essential tool for healthcare providers to gain insights into customer needs and behaviors. It can help organizations understand their target markets more accurately, develop new products and services, and make better decisions about pricing strategies. By conducting regular market research, healthcare providers can stay ahead of industry trends and remain competitive in the ever-changing landscape of the healthcare sector.
Healthcare organizations rely on market research in many ways to remain competitive and viable in their field. It helps them know who their target audience is, what services and products they need, how best to reach them, and the trends that are influencing the industry.
Market research also plays an important role in developing effective strategies for pricing, promotion, positioning, and distribution of healthcare services. By understanding the current needs of customers and potential buyers alike, market research can provide valuable insights into creating successful campaigns that will drive more business.
Market research enables healthcare organizations to understand the competition so they can develop appropriate strategies to gain an edge over competitors. It provides a better understanding of customer preferences by analyzing data related to customer demographics, buying behavior, usage patterns, and attitudes. This helps healthcare organizations design services and products better suited to their target audience.
Market research also allows healthcare organizations to monitor industry trends, identify opportunities for growth, develop new products, and gauge customer satisfaction so that they can make informed decisions regarding the future of the business.
By using market research data to inform decision-making processes in areas such as pricing strategies, product launches, branding efforts, and distribution channels, healthcare companies are able to increase revenue and remain competitive in their field.
Furthermore, it is important for healthcare providers to stay up-to-date with industry regulations so they can effectively comply with them. Market research helps providers understand changes in regulations and assess how this may affect their current operations.
Ultimately, market research is an invaluable tool in the healthcare industry. It helps organizations gain a better understanding of their customers and competition, develop more effective strategies for reaching them, and stay ahead of industry trends and regulations. By leveraging market research data, healthcare companies can make informed decisions that will help them remain competitive in the long run.
Hot and cold therapy packs market, digital therapeutics market, needles market, microbial contract biomanufacturing market, medical polymers market, medical exoskeleton market, medical drones market, automatic sampling market, chromatography consumables market, cryopreservation bags and freezing bags market, europe medical device contract manufacturing market, asia pacific medical device contract manufacturing market.
GET IN TOUCH
October 25, 2023
October 17, 2023
May 9, 2023
May 5, 2023
April 8, 2023
– trusted by –.
How Credence Research helps you?
24/7 Research Support
In-depth insights & niche market
10% Free customization
Deep specific intelligence
Have a question?
Don’t settle for less – trust Mitul to help you find the best solution.
Call: +91 6232 49 3207
We noticed that you are using Internet Explorer 11 or older that is not support any longer. Please consider using an alternative such as Microsoft Edge, Chrome, or Firefox.
Hayoung Cheon and Nah Lee
As the world faces a pandemic of a magnitude not witnessed for over 100 years, we are reminded of healthcare’s fundamental role in our interconnected world. Marketing as a discipline has not lived up to its potential contributions to this important aspect of our lives. The Journal of Marketing Special Issue on “ Marketing in the Healthcare Sector ” is dedicated to promoting research on healthcare marketing. Thirteen scholars from across the marketing discipline shared their views on unanswered questions facing marketing in the healthcare sector during a special session at the 2020 AMA Summer Academic Conference. A summary and video clip of their individual presentations follows.
One of healthcare’s most important jobs is to help people with advanced illnesses live as comfortably as possible until they die. Yet, many patients do not die how they wish, which is to be as pain-free as possible and at home surrounded by family. Two services are available in the U.S. for patients with advanced illness— palliative care and hospice . Both services provide comfort care (such as pain control) and emotional support for patients and their families.
However, palliative care and hospice services are grossly underutilized in the U.S. About 60% of patients who could benefit from palliative care do not receive it and 25% of hospice patients die within three days of enrollment even though insurance covers it for six months. How can marketing help improve the utilization of these valuable services that can help people live better at the end of life?
Another important topic is the impact of social determinants on health. Factors such as quality of housing and education, income levels, physical activity, and social support are far more influential in overall health and length of life than medical care. For example, life expectancy in a low-income Chicago area drops 16 years compared to an affluent neighborhood. Poverty’s links to health may seem an impossibly big and complex topic for marketing academics to tackle, but research teams can break this big puzzle into manageable pieces and make extraordinary contributions. Consider, for example, the opportunity for marketing to reimagine housing for low-income people such as being done in designing “purpose-built communities” such as Villages of East Lake in Atlanta, GA. Think of “purpose-built communities” as a complex new product to serve the needs of its customers and other stakeholders. We in marketing have the expertise to make these “products” much better.
Multiple factors determine health outcomes. As the current pandemic shows, health outcomes are the result of interactions across global and social elements, technology, governments, and organizations. Thus, to tackle health problems, marketing should work more with the parties that it has not done so very often in the past. For example, collaborative work with global organizations such as WHO, WTO, and COP can be advantageous.
Switching the focus from the ecosystem level to the individual level, marketing should note that technology can be readily adapted to encourage behavioral changes that promote better health outcomes. For example, smartphones can be powerful if combined with tailored messages alerting patients when to take their medications. We can study the efficacy of the types of text messages across segments of patients to understand which types of message are most successful at promoting positive behavioral changes.
Relationships have an important role in healthcare marketing. Among many players in the healthcare ecosystem (which includes payers, purchasers, suppliers/distributors, and regulators), the physician-patient relationship is central to healthcare and is also related to other entities in the ecosystem.
One problem that has not been understood well is mitigating the effects of physician turnover. In 2017, healthcare jobs experienced 21% turnover, which is second only to the hospitality sector’s turnover rate. It is costly to replace health professionals ($100,000 to replace a registered nurse, $1,000,000 to replace a physician) and doing so negatively affects patients and organizations. It has been shown that typical retention initiatives that work in other industries do not work well in healthcare.
Relational mitigation strategies may be key to mitigating the negative impact of turnovers. We conducted qualitative interviews with employees from all levels of a big healthcare organization (from high level executives, physicians, nurses, to receptionists) and a patient survey, which we later matched with turnover data and patient health data. The data revealed a big variance between various departments in terms of staff structure – some had consistent structures, while others were more ad-hoc. We learned that it is important to pay attention not only to physician turnover, but also to other parties (RNs, MAs, PAs). Continuity of care with the other parties improves patient outcomes, such as retention by 45–75%. While often the most attention is paid to the central relationship between a physician and a patient, we found that to many patients, their relationships with other members of the healthcare team (e.g., nurses, medical assistants) were as or more important as the relationship with their physician. Proactive communication with recommendations for a replacement of a leaving party has also been shown to improve outcomes (41–91%).
Another important problem to address is off-label prescribing. It is legal in many countries to prescribe drugs for conditions for which they have not been approved. This is a very common practice (over 20% of prescriptions are off-label), yet patients are often unaware of it because doctors are not required to tell them. Since drugs are used for conditions for which they have not been tested and approved, it can be risky, and sometimes deadly. Some populations (e.g., children, pregnant women) may disproportionally receive off-label prescriptions. Research shows that over 70% of off-label uses have little to no scientific support.
Two important research questions surrounding this issue are how to regulate off-label prescribing without stifling innovation and understanding how physicians make off-label prescribing decisions. Our preliminary research findings from a field conjoint study, matched with the actual prescription data, show that physicians are more likely to prescribe an off-label drug when they are similar to the patient (in gender or experiencing the same “issue”) and when they have more experience in the specialty. Also, higher prices of the approved drug tend to diminish the use of the cheaper off-label drug.
While we have done quite a lot of work to show that well-established biases exist in healthcare (as they do in any context), we also have a lot to learn about specific biases that may arise in healthcare choice making. One example is anti-community bias. Health outcomes are superior closer to home, given that closer-to-home facilities offer better accessibility and a closer relationship with doctors. With no other information, patients seem to prefer to stay close to home. However, when given a choice, patients tend to reject community hospitals in favor of more distant university-based hospitals, which do not necessarily lead to better outcomes for many standard procedures. Moreover, in rural areas (where 20% of the U.S. population resides) such biases may have long-lasting negative effects, as we see the increasing closures of community hospitals in rural areas. Given this tension between rural and community hospitals versus urban and university-based hospitals, understanding how patients make choices weighing different factors across these two types of hospitals and contemplating how and when marketing should tip the scales become crucial.
At the macro-level, marketing can focus on hospital satisfaction measurement. HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Systems) measures patient experience including communication, pain management, and the quietness of the hospital environment. It is a widely used measure, freely available and, more importantly offers a huge opportunity to conduct interesting research. For example, an interesting area of research is the difference in the mode of delivery where more positive responses are attained through mobile devices than through computers. Researchers can also investigate the role of pain and the way it may be framed to help consumers deal with it in the most healthy manner, what types of advertising work well for healthcare facilities and providers, and how we can more accurately capture patient satisfaction as fully-conceptualized, and likely to be rooted in different, healthcare-specific experiences like empathy and respect for dignity, than might drive satisfaction with other goods and services.
Healthcare expenses have experienced a six-fold increase in inflation-adjusted dollars since 1970. One major factor contributing to this increase is the absence of consumer price sensitivity. Insurers, the payers of this expense, cap the maximum out-of-pocket costs for the consumer. Even when patients are paying, they are often willing to pay all they can for a few more months of expected life. Furthermore, prices are opaque, even to doctors. This means that doctors do not know how much patients will be charged for a given procedure. They view it as impossible to know because it is dependent on insurance and not their job to know. How can marketing help incorporate price sensitivity in healthcare? Can we design pricing infomediary models to help doctors be better price shoppers for their patients?
Another interesting topic is health privacy and quality of care. HIPPA regulations govern the uses and disclosures of personal health information. Patients have rights over their health information and can authorize certain health records to be disclosed. How many consumers know who has what records and how does this affect the transmission of health history information that could benefit care?
Utilizing health data is analogous to the literature on customer identification in advertising, pricing, and personalized recommendations. Sharing information has benefits, but there are also risks of exploitation. Can we develop models for patient ownership and sharing of personal health information that promote better health outcomes?
Provider-patient interactions are crucial in healthcare and we see a shift of the mode of communication from in-person to digital platforms, especially during the pandemic. However, research has just started to address digital communication in healthcare. Digital communication can be beneficial because it reduces office visits, which can improve efficiency. However, it can also increase physician workload in other ways and digital communication bears a risk of miscommunication. Thus, it is important to understand why and under what conditions digital communication between patients and providers contributes to patient compliance, engagement, and improved health outcomes.
Hospital spending constitutes 30% of national health expenditures, yet it is challenging to deliver high quality and cost-efficient health outcomes. With this tension, there are trade-off s between hospital revenue and patient well-being. One crucial aspect affecting both hospital spending and health outcomes is frontline interactions, which includes proactive actions by physicians and nurses and reactive actions by staffs. These often shape patients’ behavioral approach to medical conditions and treatments, thereby influencing the patients’ well-being. Moreover, it can be either a revenue source or a high-cost factor for hospitals. Therefore, one potential research question is how proactive and reactive actions of frontline agents contribute to or alleviate the trade-offs from the dual-emphasis on hospital revenues and patient well-being.
Conducting successful research in healthcare has a few issues that are uncommon in other sectors. First, problem-solving and practical relevance is critical in healthcare. Collaborators in health systems may not be interested in laborious “theory.” Hence, it is important to focus on relevant problems with basic rigor rather than thin-slicing or engaging in complicated quantitative analyses.
Second, research modesty is important for successful collaboration. A marketing perspective can contribute to solving healthcare problems, which is a much better approach than trying to solve a marketing problem with healthcare only as a “context.” For example, problem-oriented research questions may be: 1. How can a pharmacy chain manage its segmentation in different locations? and 2. How can nursing homes improve employee retention to improve healthcare outcomes?
Third, it is important to learn the differences in process as well as in incentive structures. In healthcare, grants are more critical than publications, so learning how to contribute to the grant-writing process is vital. Regarding publications, in medical journals, authorship and authorship order follow a pre-defined structure. Lastly, data privacy and data integrity issues are paramount and often university-level permissions are needed, which can be time-consuming.
Despite the unique characteristics of the field, there are many marketing research opportunities to gain a deeper understanding of medical and healthcare problems and teaching opportunities for training health professionals for rewarding careers.
Stigmatized consumers experience a distinct healthcare journey relative to other consumers. Stigmatization can aversely influence the quality of care that patients receive from healthcare providers. Stigmatization in healthcare can limit patients’ willingness to engage in their treatment, thereby potentially further harming their health outcomes. Sources of stigma include certain patients’ characteristics such as race, ethnicity, and body type. Some diseases may be stigmatized based on the perceptions of visibility, controllability, permanence, or contagion associated with the disease. Vulnerable populations (e.g., underrepresented minority groups) may face these two sources of stigmatization at the same time, further affecting their well-being. Identifying interventions that help encourage stigmatized patients overcome the reluctance to engage in their healthcare (e.g., via online healthcare communities) is crucial. More research should identify policies that create an inclusive, equitable, and accessible healthcare system.
One potential way to tackle low engagement from stigmatized patients is to leverage relevant technology in healthcare. There are concerns and tensions to consider when developing such solutions. First, technology can reduce stigmatization because it can reduce human interaction; however, technology programmed with inherent bias could increase stigmatization. Second, technology could lower costs and increase accessibility for vulnerable patients. Yet, income level can make a difference in healthcare service quality, for example by separating ‘premium’ in-person service for the wealthy, which might lead back to the current status quo. Third, technology can influence patients’ anxiety levels, which suggests the need for healthcare interventions to help reduce anxiety triggered by technology. More research is needed to identify how to leverage technology in healthcare to increase accessibility and inclusivity of high quality, low-cost healthcare for all patients.
Marketing can address several interesting issues in changing healthcare markets. Service mix has been addressed in recent work, highlighting the fact that services offered by non-profit hospitals differ from those offered by for-profit hospitals. More research on service mix is needed. Websites hosted by hospitals and other healthcare providers can serve multiple roles—information provision (education) and selling (referrals). Research on multiple role healthcare websites would be valuable. New product launches are also an interesting problem in healthcare, with many new devices facing complications when being brought to market because of licensing issues and multiple players (including regulators, competitors with patents and courts).
Block-chain is a new encryption technology that may enable the storage of sensitive healthcare data. Marketing research can address the interaction of these databases with multiple parties also with privacy concerns. The interaction of these databases with consumers is a typical marketing communications issue. Artificial intelligence also has made its way into healthcare integration, from reading x-rays to making diagnoses, yet the AI-consumer interface is a marketing issue with many unanswered questions.
Other changes in healthcare markets that merit further research include the effect of changes in government regulation of the healthcare industry, the impact of for-profit entry in the existing market, and the implications of declining patient co-pays. Marketing communication in a heavily regulated environment with both business-to-business and business-to-consumer issues provides many research topics.
There are many publicly available data sources in healthcare. Links for these data sources appear in the attached slide. Many of these datasets can be integrated based on geography (e.g., zip codes, FIPS, states, counties, etc.). My slides indicate many sources of free healthcare data. I and coauthors have also purchased data from American Hospital Directory and combined that data with data from free sources.
The pandemic has underscored the importance of getting ahead of the healthcare curve in uncertain and fast-changing healthcare markets. Research opportunities lie in the study of “outside-in” and “inside-out” frontline capabilities in healthcare organizations for demand anticipation and response agility that yield effective outcomes. These capabilities require an integration of ground-level experience with data-based analytics at speed. Several research contributions in Marketing can be useful to facilitate understanding of these capabilities including adaptive foresight, strategic flexibility, velocity and marketing excellence. Some potential ways to seed research is to leverage public data such as ‘Red Dawn’ emails or data from wearable-sensor technology.
The uncertain nature of healthcare markets can sometimes stem from public health and humanitarian crises such as climate change, war, disease, migration, and other conflicts. Many different organizations, such as the Red Cross, NGOs, and Doctors Without Borders, come together to address these crises. The challenges involved collaboration, coalition, and conflict in temporary meta-organizations to yield effective outcomes. Several research contributions in Marketing can be useful to facilitate understanding of these challenges including cause-driven marketing, mega-marketing and temporary marketing organizations. Potential for funding projects and data comes from Gates Foundation grants, Business Roundtable priorities, and community data.
Marketing research in the healthcare sector can complement and embellish medical research. It is important to recognize that not all patients are created equal. We can leverage more than 60 years of marketing research on customer needs and the latest developments in machine learning. Using predictive models, we can also demonstrate the social and financial impact of healthcare interventions. Doing so can help the field of marketing become a value-added support arm to healthcare.
In our study 1 of cancer outreach effectiveness, we use patient data and predictive models to improve returns on cancer outreach efforts. Only 4-8% of the general population undergoes regular cancer screening, despite massive spending on preventive outreach campaigns. In an National Institute of Health (NIH) supported study in partnership with UT-Southwestern, we conduct a large scale randomized field experiment to study how cancer screening visits are impacted by different types of cancer outreach efforts. Using a smorgasbord of variables concatenated from medical histories, geographical information, and the outreach program CRM data, we apply causal forests to estimate the causal effect of outreach efforts for every individual patient. We find that patient response to cancer screening varies dramatically across the population, enabling the dream of personalized outreach programs. By targeting the right people with the right intervention, we show that cancer outreach programs can save money and improve yield (over 74% in returns) in preventive cancer screening. Can marketing save lives and money? Our answer is a resounding yes.
It is also critical to understand the innards of the healthcare value chain and move beyond just the study of patient-physician and patient-facility interfaces. Other marketing scholars are now addressing issues surrounding multiple players in designing care facilities and improving quality of care, the complexities of hospital purchasing contracts, and the impact of regulatory interventions on payment disclosures. The field is ripe with other relevant questions and we are merely scratching the surface.
Featured in JM Webinar: https://www.ama.org/events/webinar/jm-webinar-series-insights-for-managers/
Technology has the potential to have a significant impact on the healthcare ecosystem. More importantly, the impact is likely to be felt by all stakeholders in the ecosystem. I consider two examples here.
In recent years, there has been a considerable increase in the use of wearable devices and apps by consumers, who use these devices for monitoring various markers of physiological and psychological well being. Broadly, these hardware devices and software applications come under the realm of Internet of Things (IoT). Do these devices, which are supposed to monitor health actually lead to better health outcomes and well being? Extant literature has documented mixed results because of several reasons. First, purchasing a device or downloading an app does not necessarily translate into repeat usage. Researchers have documented that consumers routinely lose interest after a few months. Second, even in instances where interest does not wane over time, routinely monitoring markers of health can lead to excessive obsession, which can be detrimental to overall well being. Third, even if we can establish a positive effect of these devices on health outcomes and overall well-being using observational data, one needs to be careful to control for patient self-selection – purchasers of these devices are likely to be different from those who chose not to purchase them.
The effect of these devices and apps can extend beyond patients. In this regard, how an individual’s health monitoring efforts can benefit other stakeholders in the whole ecosystem can be studied. For example, providers might see the reduced hospital readmission rate as shown in some literature and can potentially ensure adherence to medication taken outside hospitals. Drug manufacturers can increase the speed of drug development faster with regularly monitored data, as opposed to relying on self-reported measures. Of course, the downside is that such regular monitoring can be intrusive and raise concerns about loss of privacy. A careful quantification of the benefits of monitoring patient health information can help in assessing whether the benefits of sharing consumer data outweigh the risks associated with the violation of privacy.
Although the idea of telemedicine has been around for a few years, COVID-19 has made it a reality for many consumers of healthcare. The promise of telemedicine lies in its potential to relax wealth, accessibility, time, and skills constraints. This, in turn, can democratize healthcare. However, there are several important questions that need to be answered in order to assess whether and how this promise is realized. First, is the actual and perceived quality of a telemedicine service as good as in-person visits? Are there any particular risks of misdiagnosis from telemedicine? Second, the benefits delivered by telemedicine might not be evenly distributed across different stakeholders. For example, what benefits do patients and other stakeholders such as providers, payers, and telemedicine platforms derive from the new mode of healthcare delivery? How are these benefits distributed among the various stakeholders? How does the relaxation of the aforementioned constraints benefit patients? Does the benefit vary across patients’ socioeconomic status? Lastly, one can study the challenges that telemedicine might face in building a stable platform.
Patient experience data has been collected for decades. However, until recently, most of these data came from standard surveys given to patients after they received treatment. Over the last few years free-form texts, such as reviews, have become increasing available. This new source of input from the patients may provide additional information to more traditional “rating-only” surveys. Do patient reviews of doctors differ substantially from customer reviews in other sectors? Do these reviews provide new information over the standard surveys?
There may be distinct segments of patients that vary in terms of their ability to judge the quality of service received. What is the size of the sophisticated market segment and can it influence the behavior of medical professionals? It would also be interesting to understand whether patients’ view of the quality of care differs across venues of service (e.g., emergency room, hospital, clinic). How is the perceived quality different from the objective quality measures currently used by medical practitioners?
Patient experience data are relevant to hospital management and insurance companies. Do they pay more attention to some databases over others depending on the source? How much should they weigh patient experience data compared to objective or clinical measures of quality? What are the profit implications for the hospital/company? The reaction of the medical staff is also a critical factor in understanding the impact of patient feedback data. Are providers receptive to such feedback by the patients and, if so, do their ability to adapt to feedback depend on the type of information? For example, patient feedback may be regarding bedside manners, receiving faulty advice, or being overcharged. Medical professionals may try to improve bedside manners and avoid billing mistakes, but it may be very difficult (or costly) to alter diagnostic practices.
Learn more about the Journal of Marketing Special Issue on “ Marketing in the Healthcare Sector ” and note that for those interested, submissions must be made between July 1, 2021 and November 1, 2021.
Doctoral student at University of Michigan
Doctoral Student at Duke University
By continuing to use this site, you accept the use of cookies, pixels and other technology that allows us to understand our users better and offer you tailored content. You can learn more about our privacy policy here
Market research for the healthcare industry, turning challenges to opportunities.
In healthcare market research, as well as healthcare in general, grasping the terminology poses a significant challenge. Patients often face stressful life events, and the uncertainty surrounding their diagnosis or treatment can take a toll on their emotions. Similarly, healthcare providers may struggle with communication as they often feel they are “speaking a different language” than the patient population they serve. As researchers and marketers, our mission is to bridge this gap. In the ever-evolving landscape of healthcare, finding a research partner that truly understands the industry and your organization’s needs is crucial. Armed with knowledge about your industry and a diverse array of tools that deliver unparalleled insights, at C+R, we tailor our approach to suit your unique requirements.
Concept testing, conjoint/trade-off analyses, focus groups, idi (in-depth interviews), online communities, ethnographies, habits and practices, brand tracking, rapid insights for your “go/no go” decisions.
Time is of the essence when it comes to making vital business decisions in the ever-emerging world of healthcare. We understand that in your industry the business issues that need to be addressed are more strategic in nature with specific questions you sometimes need addressed very quickly. At C+R, we understand the urgency of your needs, which is why we’re here to provide rapid and precise solutions to your most pressing questions.
Our expertise lies in delivering focused and targeted studies that address your specific business questions, ensuring you have the essential information required to make well-informed go/no-go decisions. Whether it’s a quick-turn study to meet tight timelines or an online community to gain rapid insights on key questions, our researchers are experts at designing a custom approach with the tools needed to address your speed and efficiency requirements.
While each industry comes with its own challenges, the healthcare industry is constantly experiencing new opportunities as well as challenges. The need for data-driven insights has never been more essential. We are known for embracing change, challenging the status quo, and adapting to the evolving needs of patients, providers, and stakeholders involved. Our goal is to help you drive positive patient outcomes, optimize resource allocation, and achieve sustainable growth. Emerge Smarter with us.
Featured healthcare case studies, understanding the inequities of black women’s…, increasing program participation among multicultural…, optimizing creative assets in cardiologists’ offices…, understanding the patient journey to help guide a…, helping a nonprofit improve mental health resources for…, understanding the shopping journey for elective….
Let’s discuss your upcoming project, i do want to say that this project again demonstrates why i have come to rely on c+r and recommend you so highly. when i get a report from you it’s complete, well-thought, and always client-ready. i really appreciate the partnership i have with you., it was always a pleasure working with the team at c+r. i really appreciated your expertise and true partnership on every project., truly appreciate the strength of the partnership we have created with you. thank you for being a consistent and reliable resource., the report goes beyond answering the questions ; it shows deep understanding of the needs of the client while ensuring the integrity of the design . thank you, thanks for one of the best reports i’ve received …. the quality of insights + deck writing > my expectations . the quality of voiceover/share out and process throughout has been my best experience to date . c+r shows up as a team-always on time, supportive of one another, and provides quality insights vs basic stuff., …we appreciate our open partnership and the constructive way we are building our relationship – we are enthusiastic when we think about future projects together , you offer your knowledge in a way that never making anyone feel like they should have known “that” about the audience, treat it as an opportunity to educate in a friendly way ., i’m really proud of this team and so appreciate the partnership we’ve created. you’ve both done a fantastic job helping us start off this journey and i look forward to continuing to build our learning with you all , search this site.
Comprehensive quarterly data that powers new insights into local, regional, and national trends related to healthcare product and service utilization, financial services, and population health.
Performance benchmarks.
Learn more about our quarterly Market Insights reports that identify local and national healthcare trends to help you make cost-effective decisions.
White Paper
Discover best practices and a checklist to evaluate healthcare data analytics solutions for optimizing the market performance of clinically administered drugs.
Learn how a provider community primary care group was able to offer the latest treatment options and diagnostics by using Clinical Trials Access Network.
Need support for this solution.
Join Community discussions
Find and share knowledge, exchange ideas, and collaborate with peers and Change Healthcare experts to drive your solutions to success.
We’re here to help you find out how our services could benefit your organization. Complete the quick form to the right, and someone will reach out to you soon.
Our experts will:
First Name *
Last Name *
Business Email: *
Job Function * " class="field-size-top-medium" > -- Please Select -- Administrative/Human Resources Administrator Billing/Coding Board Member/Director/Trustee Cardiology Care Management/Population Health Claims & Denials Consulting Dentistry EDI EHR Implementation/Management Engineering/Technical Staff Enrollment Executive Finance/Accounting General Management Information Systems/Technology Laboratory Legal/Regulatory/Compliance Medical Auditing Medical Practice Management Member Engagement Nurse/Nursing Executive Office Manager Operations Patient Access Patient Financial Services Pharmacy Physician Physician Practice Management Procurement/Purchasing/Supply Project Management Radiology Revenue Cycle Management Sales/Business Development/Marketing Training/Education Vendor Relationships Other
Job Level * " class="field-size-top-medium" > -- Please Select -- Analyst/Administrator Chief Compliance Officer Chief Executive Officer Chief Financial Officer Chief Information Officer Chief Medical Information Officer Chief Medical Officer Chief Operating Officer Chief Quality Officer Chief Technology Officer C-Level Department Chair Director Doctor Individual Contributor Manager President Senior Vice President Vice President Other
Claims Volume
Company Type * " class="field-size-top-medium" > -- Please Select -- Billing Service Dental Emergency Medical Service Government Agency Healthcare Information Exchange Home Health Agency Hospital Employed Practice Hospital/Health System Imaging Center Independent Practice Affiliated with Hospital Independent Practice Not Affiliated with Hospital Laboratory Partner/Reseller Payer Software Vendor Trust Other
Practice Specialty -- Please Select -- Anesthesia Cardiology Emergency Medicine Pathology Radiology Other
Number of Covered Lives
Practice Management Software Vendor
Business Phone *
Country * Please select United States United Kingdom Canada India Netherlands Australia South Africa France Germany Singapore Sweden Brazil -------------- Afghanistan Åland Islands Albania Algeria American Samoa Andorra Angola Anguilla Antarctica Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin Bermuda Bhutan Bolivia Bosnia and Herzegovina Botswana Bouvet Island Brazil Brit/Indian Ocean Terr. Brunei Darussalam Bulgaria Burkina Faso Burundi Cambodia Cameroon Canada Cape Verde Cayman Islands Central African Republic Chad Chile China Christmas Island Cocos (Keeling) Islands Colombia Comoros Congo Congo, The Dem. Republic Of Cook Islands Costa Rica Côte d'Ivoire Croatia Cuba Cyprus Czech Republic Denmark Djibouti Dominica Dominican Republic Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Ethiopia Falkland Islands Faroe Islands Fiji Finland France French Guiana French Polynesia French Southern Terr. Gabon Gambia Georgia Germany Ghana Gibraltar United Kingdom Greece Greenland Grenada Guadeloupe Guam Guatemala Guinea Guinea-Bissau Guyana Haiti Heard/McDonald Isls. Honduras Hong Kong Hungary Iceland India Indonesia Iran Iraq Ireland Israel Italy Jamaica Japan Jordan Kazakhstan Kenya Kiribati Korea (North) Korea (South) Kuwait Kyrgyzstan Laos Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Macau Macedonia Madagascar Malawi Malaysia Maldives Mali Malta Marshall Islands Martinique Mauritania Mauritius Mayotte Mexico Micronesia Moldova Monaco Mongolia Montserrat Morocco Mozambique Myanmar N. Mariana Isls. Namibia Nauru Nepal Netherlands Netherlands Antilles New Caledonia New Zealand Nicaragua Niger Nigeria Niue Norfolk Island Norway Oman Pakistan Palau Palestinian Territory, Occupied Panama Papua New Guinea Paraguay Peru Philippines Pitcairn Poland Portugal Puerto Rico Qatar Reunion Romania Russian Federation Rwanda Saint Kitts and Nevis Saint Lucia Samoa San Marino Sao Tome/Principe Saudi Arabia Senegal Serbia and Montenegro Seychelles Sierra Leone Singapore Slovak Republic Slovenia Solomon Islands Somalia South Africa Spain Sri Lanka St. Helena St. Pierre and Miquelon St. Vincent and Grenadines Sudan Suriname Svalbard/Jan Mayen Isls. Swaziland Sweden Switzerland Syria Taiwan Tajikistan Tanzania Thailand Timor-Leste Togo Tokelau Tonga Trinidad and Tobago Tunisia Turkey Turkmenistan Turks/Caicos Isls. Tuvalu Uganda Ukraine United Arab Emirates United States US Minor Outlying Is. Uruguay Uzbekistan Vanuatu Vatican City Venezuela Viet Nam Virgin Islands (British) Virgin Islands (U.S.) Wallis/Futuna Isls. Western Sahara Yemen Zambia Zimbabwe
State/Location * Please Select... Alaska Alabama Arkansas American Samoa Arizona California Colorado Connecticut D.C. Delaware Florida Micronesia Georgia Guam Hawaii Iowa Idaho Illinois Indiana Kansas Kentucky Louisiana Massachusetts Maryland Maine Marshall Islands Michigan Minnesota Missouri Marianas Mississippi Montana North Carolina North Dakota Nebraska New Hampshire New Jersey New Mexico Nevada New York Ohio Oklahoma Oregon Pennsylvania Puerto Rico Palau Rhode Island South Carolina South Dakota Tennessee Texas Utah Virginia Virgin Islands Vermont Washington Wisconsin West Virginia Wyoming -- Other Locations -- Military Americas Military Europe/ME/Canada Military Pacific Alberta Manitoba British Columbia New Brunswick Newfoundland and Labrador Nova Scotia Northwest Territories Nunavut Ontario Prince Edward Island Quebec Saskatchewan Yukon Territory Other
Comments/How can we help?
Subscribe to Change Healthcare Communications
Web Analytics
We appreciate your interest in Change Healthcare. A member of our team will contact you to better understand your needs and discuss potential solutions.
Together, we are accelerating the journey toward improved lives and healthier communities.
Medical technology undergoes changes every second. Hence, patients expect the best care to manage their ailments. To meet patient expectations, the healthcare industry must give importance to healthcare market research . A people-centric industry like the healthcare industry requires a deep understanding of the patients. Only then the professionals in the healthcare industry can provide customized solutions to meet the demands and challenges. With customized solutions, it becomes possible to retain patients and expand the network. How is it possible? Market research can help the healthcare industry provide products and services to patients. The tailor-made solutions can satisfy the needs of the patients.
About Healthcare Market Research
Market research refers to the process of determining the viability of a healthcare product or service via various sources. It can use primary sources such as in-depth interviews, ethnographic studies, and focus groups to understand in-depth the use of the products, the steps to improve it, and the streamlining of the processes involved. Secondary sources include already available research published in scientific journal articles, statistics publications, and market research articles.
Benefits Of Market Research In The Healthcare Industry
Applying market research in the healthcare industry can determine how patients use the products. It also helps professionals to assess how their services can benefit the patients. It has the following benefits:
Gain Insight Regarding Product/Service Development
With the increasing demand in the healthcare industry, any organization can lose its footing if they fail to deliver solutions meeting market expectations. Healthcare companies can use medical market research to stay inventive. It can uncover practical ways to improve the product and services to reap profits. Using market research , your company can serve patients and retain the existing market share. To keep up with the ever-changing market dynamics, your company must provide medical technology solutions. Only market research can help your company keep pace.
Close Any Gaps In Delivery Of Service
Healthcare solutions have a complicated and sophisticated nature. The healthcare industry follows a service delivery model instead of a transactional approach. Using medical market research, it becomes possible to identify any gaps in an organization’s service delivery model. It can also uncover new opportunities for development resulting in improved outcomes and strong partnerships.
Stay Ahead Of Competition
As time has passed, many players have shown interest in the healthcare industry. Instead of a few numbers of large corporations playing the field, the marketplace has attracted small and large corporations. The healthcare industry has become competitive due to the disruptive technology and the increased interest of investors. Stakeholders providing healthcare solutions must offer patients the best service at affordable prices to stay one step ahead. Market research can ensure this as it gives your organization a clear understanding of the patient’s needs and the methods to achieve the target.
If you want to establish your company as a leading healthcare solution provider, get market research results from a trusted platform. SMRC has gained a reputation as the Global Market Research Company providing a wide variety of research and consulting services to its clients. A proficient team conducts in-depth and customized research to provide you with results. The expert team can explore the market trends in the healthcare industry to draw insights and provide valid assessments. The team uses advanced tools and techniques to get an insight into the current market trends. The team compiles market reports that can help your business make the best decisions. Using the research-based insights, your organization can boost business growth and stay ahead in the competitive market scenario. The team with years of experience and knowledge can compile reports that will focus on resolving the queries of the clients. Get the market research report to make decisions helping your company stay on top.
Next Webinar: June 26 The next big thing in lorem ipsum. Sign up now
Healthcare market research means the systematic gathering, analysing, and interpretation of data specifically related to the healthcare sector. This can cover many elements, including patient behaviours, market trends, healthcare spending, pharmaceutical advancements, and treatment effectiveness. Healthcare market research provides invaluable insights that empower healthcare providers, pharmaceutical companies, medical device manufacturers, and policymakers to improve the accuracy of their decision-making.
How does research benefit healthcare organisations?
The impact of healthcare market research is extensive. It informs decisions that enhance patient care, fosters innovation in product development, and supports strategic planning and policy formulation. Tapping into patient needs and preferences, healthcare market research paves the way for the development and delivery of more personalised, efficient, and effective healthcare solutions.
What are the research methodologies for healthcare sector market research?
Healthcare market research is a diverse field that employs a range of methodologies, each with its own unique advantages. The method chosen depends on the overall research objectives. This can include a blend of the following:
Each method provides a unique perspective, and when used in combination, it can provide a comprehensive understanding of the healthcare market.
Why is it important to conduct healthcare market research?
There are six key reasons why healthcare research is essential. It helps to:
Summary: why should organisations conduct healthcare market research?
The healthcare industry is complex and dynamic. Decisions in this field have significant consequences. Market research is an essential tool to help organisations navigate this environment. It means that critical insights can drive informed decision-making, enhance patient care, foster innovation, and improve health outcomes.
How does research benefit healthcare organisations? The impact of healthcare market research is extensive. It informs decisions that enhance patient care, fosters innovation in product development, and supports strategic planning and policy formulation. Tapping into patient needs and preferences, healthcare market research paves the way for the development and delivery of more personalised, efficient, and effective healthcare solutions.
What are the research methodologies for healthcare sector market research? Healthcare market research is a diverse field that employs a range of methodologies, each with its own unique advantages. The method chosen depends on the overall research objectives. This can include a blend of the following:
Why is it important to conduct healthcare market research? There are six key reasons why healthcare research is essential. It helps to:
Summary: why should organisations conduct healthcare market research? The healthcare industry is complex and dynamic. Decisions in this field have significant consequences. Market research is an essential tool to help organisations navigate this environment. It means that critical insights can drive informed decision-making, enhance patient care, foster innovation, and improve health outcomes.
Find the right market research agencies, suppliers, platforms, and facilities by exploring the services and solutions that best match your needs
list of top MR Specialties
Browse all specialties
Browse Companies and Platforms
by Specialty
by Location
Browse Focus Group Facilities
Manage your listing
Follow a step-by-step guide with online chat support to create or manage your listing.
About Greenbook Directory
IIEX Conferences
Discover the future of insights at the Insight Innovation Exchange (IIEX) event closest to you
IIEX Virtual Events
Explore important trends, best practices, and innovative use cases without leaving your desk
Insights Tech Showcase
See the latest research tech in action during curated interactive demos from top vendors
Stay updated on what’s new in insights and learn about solutions to the challenges you face
Greenbook Future list
An esteemed awards program that supports and encourages the voices of emerging leaders in the insight community.
Insight Innovation Competition
Submit your innovation that could impact the insights and market research industry for the better.
Find your next position in the world's largest database of market research and data analytics jobs.
For Suppliers
Directory: Renew your listing
Directory: Create a listing
Event sponsorship
Get Recommended Program
Digital Ads
Content marketing
Ads in Reports
Podcasts sponsorship
Run your Webinar
Host a Tech Showcase
Future List Partnership
All services
Dana Stanley
Greenbook’s Chief Revenue Officer
Healthcare market research agencies decode the healthcare landscape, offering crucial insights for informed decisions. They gather sector data, helping providers and pharmaceutical companies grasp patient needs, market trends, and competitors.
Learn more about healthcare market research agencies
Acting as strategic partners, these agencies bridge information gaps, providing dynamic market insights. They specialize in collecting and analyzing healthcare data for decision-making, offering services like market analysis, competitor research, and patient surveys, aiding in strategy customization and service enhancement.
Find top healthcare market research agencies by checking out our directory listings below.
What insight can a healthcare market research company offer, what are the benefits of hiring a healthcare market research agency.
Learning Resources
in Healthcare Market Research Firms
Service or Speciality
Acquisitions
Advanced Analytics
Advertising Agencies
Advertising Effectiveness
Advertising Research - General
Advertising Tracking
Africa / Middle East
African-American
Agile Research
Agriculture / Agribusiness
Alcoholic Beverages
Apparel / Clothing / Textiles
Artificial Intelligence / AI-Powered Platforms
Association Membership
Attitude & Usage Research
Automated Speech Transcription
B2B Research - General
Banking - Commercial
Banking - Retail
Biotechnology
Brand / product / service launch
Brand / product / service repositioning
Brand Equity
Brand Identity
Brand Image Tracking
Brand Loyalty / Satisfaction
Brand Positioning
Bulletin Boards
Business Insights
Business-to-Business
CAPI - Computer-Aided Personal Interviewing
CATI - Computer-Aided Telephone Interviewing
CX - Customer Experience
Candy / Confectionery
Cannabis / CBD
Casinos / Gambling
Central America
Central Location
Chemical Industry
Claims Substantiation
College Students
Communications
Communications Strategy Research
Computer Hardware
Computer Software
Concept Development
Concept Optimization
Concept Testing
Conjoint Analysis / Trade-off/Choice Modeling
Construction Industry
Consultation
Consumer Durables
Consumer Research - General
Consumer Services
Copy Testing - Digital Media
Copy Testing - Traditional Media
Cosmetics / Beauty Aids
Credit Cards
Customer Loyalty / Value
Customer Satisfaction
Data Analysis
Data Processing
Defend sales, volume
Doctors / Physicians
East Asia & China
Electronics
Emotional Measurement
Employee Experience & Satisfaction
Entertainment Industry
Environment & Sustainability
Ethnography / Observational Research
Executives / Professionals
Exercise & Fitness
Eye Tracking
Facial Coding & Analysis
Field Audits
Field Services
Financial Industry
Focus Group Facility
Focus Group Facility - Non-Traditional
Focus Group Recruiting
Focus Groups
Focus Groups - International
Focus Groups - Pop-Up
Foods / Nutrition
Foreign Language
Fragrance Industry
Full Service
Gain new customers
Gaming / Gamers
General - Healthcare
Generation X
Generation Y / Millennials
Generation Z
Global Capabilities
Global, multinational branding
HMOs / Managed Care
High Net Worth
High Technology
Hispanic / Latino
Home Use Tests
Hospital Personnel
Hospital Purchasing Agents
Hospitals / Nursing Homes
Household Products/Services
Hybrid / Mixed Methodology
IT & High Tech Professionals
Idea Generation
In-Depth (IDI) / One-on-One
In-Depth / One-on-One
Increase awareness
Increase sales, volume
Industrial & Manufacturing
International / Multi-country
International Consumer Market Research
Internet of Things (IoT)
Investment Banking
Journey Mapping
Lawn & Garden
Legal / Lawyers
Manufacturing / Machinery
Market & Competitive Intelligence
Market Opportunity Evaluation
Market Research Training
Market Segmentation
Media Market Research
Medical / Health Care
Merchandising Audits
Mobile Ethnography
Mobile Qualitative
Mobile Surveys
Mock Juries
Moderator Services
Movies / Streaming / TV
Multi-Country Studies
Multicultural
Music Tests
Mystery Shopping
Naming Research / Name Development
Neuromarketing
New Products
Non-Profit / Fund Raising
Nurses / Nurse Practitioners
One-on-One / In-depth Interviews (IDIs)
Online - Qualitative
Online - Quantitative
Online Communities - MROC
Online Diaries / Journals / Blogs
Online Focus Group Platforms & Software
Online Panels
Online and Mobile Platforms
Packaged Goods
Packaging Development
Packaging Testing
Pet Owners / Foods / Supplies
Pharmaceutical - OTC Medicines
Pharmaceutical - Prescription Medicines
Pharmacists
Pre-Recruiting
Preventive Healthcare
Price / Pricing
Price Elasticity
Product Development
Product Market Research
Product Optimization
Product Testing
Product Usability Testing
Professionals / Executives
Proprietary Panels
Psychographic Research
Psychological / Motivational Research
Qualitative
Qualitative Research
Qualitative Services - General
Quantitative Research
Recruiting Research
Restaurants / Food Service
Retail Industry
Sample & Recruiting
Secondary Research / Desk Research
Segmentation
Seniors / Mature
Sensory Research
Sentiment Analysis
Service Industries
Shopper Insights
Smart Products
Social Listening & Analytics
South America
Statistical Analysis
Store Audits
Strategic Research
Streaming TV / Cable TV / Broadcast TV
Surgical Products / Medical Devices
Survey Programming
Survey Recruiting
Survey Reporting and Analysis
Taste Test Facility
Taste Tests / Sensory Tests
Teenagers / Youth
Telecommunications
Toys / Games
Trademark / Trademark Infringement
Transcription Services
Transportation
Upper Income / Affluent
Usability Lab
User Testing
Utilities / Energy
Veterinarians
Video Conferencing
Video Management Platforms
Video Recording
Web Broadcasting / Streaming Video
Website Usability / UX
Western Europe
Atlanta (GA)
Boston (MA--NH)
Chicago (IL--IN--WI)
Dallas-Fort Worth (TX)
Massachusetts
New York (NY--NJ--CT)
Pennsylvania
Philadelphia (PA--NJ--DE--MD)
San Antonio (TX)
San Francisco-Oakland (CA)
St. Louis (MO--IL)
Vendor type
Data & Analytics
Data Collection
International
Panels / Communities
Qualitative Consultant
Software & Technology
Business Designation
HIPAA Compliant
HITRUST Certified
Minority-Owned Business
SBE Certified
Women-Owned Business
Clear filters ( 0 )
Related Specialties
Interviews with Healthcare Professionals
Moderating with Medical & Healthcare Professionals
Market Research with Dentists
Market Research with Doctors & Physicians
Market Research with Hospital Personnel
Market Research with Hospital Purchasing Agents
Market Research with Nurses & Nurse Practitioners
Market Research with Patients
Market Research with Veterinarians
San Antonio, Texas
SOCIAL LINKS
Save to my lists
Featured expert
1 GOLD RESEARCH INC
Clients rely on us for customer journey mapping, shopper insights, intercepts, package testing, tracking, full service qual & quant, and B2B research
Why choose 1 GOLD RESEARCH INC
Customer Journey Mapping
Path-to-Purchase Research
B2B Research
Tracking Research
Learn more about 1 GOLD RESEARCH INC
Iselin, New Jersey
Sago New Jersey
Sago is a leading global research partner that puts the human voice at the center of everything we do.
Why choose Sago New Jersey
Global Respondent Access
Collaborative Approach
Programmatic Surveys
Digital Qual Platforms
World-Class Facilities
Learn more about Sago New Jersey
Berkeley, California
thinktank research & strategy
thinktank is a full service (B2B & B2C) boutique research and strategy consultancy focusing on media, technology, video games, healthcare & kids.
Why choose thinktank research & strategy
Insights are actionable.
We solve problems.
We work collaboratively.
We're agile.
We love research!
Learn more about thinktank research & strategy
Chicago, Illinois
Fieldwork Network
Our specialties include local and country-wide recruiting, managing and facilitating Mock Juries, Medical / Medical Device, and Global Research.
Why choose Fieldwork Network
Recruit local & national
Expert On-line Platform
Dedicated Proj Mgmt
50 countries & counting!
Over 40 years experience
Learn more about Fieldwork Network
Atlanta, Georgia
Geo Strategy Partners
Business-to-Business and Industrial Market Research. The Go-to-Firm for Go-to-Market Strategy. Global scope. Full capabilities.
Why choose Geo Strategy Partners
Exclusively B2B
Industrial Market Experts
Go-to-Market Strategy
Professional M&A Experts
Learn more about Geo Strategy Partners
New York, New York
We’re the only B2B research company that solves the challenges of today’s insights leaders by connecting them with verified business expertise.
Why choose NewtonX
100% ID-Verified
1.1 billion reach
140 industries globally
Niche audiences
Custom recruiting
Learn more about NewtonX
Oakland, California
CatalystMR is a global panel and MR services leader with 55 mil+ consumers, B2B and healthcare professionals across 59 countries.
Learn more about CatalystMR
Fort Washington, Pennsylvania
Recommended by Clients
Based on 14 ratings
TRC Insights
Research & analytics experts in product dev research, message prioritization, pricing research, segmentation, conjoint, brand equity, communities.
Why choose TRC Insights
On GRIT Top 50 list
In business for 35+ yrs
100's of conjoints
Team of in-house analysts
HITRUST audited data
Learn more about TRC Insights
Perryville, Missouri
Pinnacle Research Group, LLC
Pinnacle Research Group is a think-tank of highly educated, forward-thinking professionals who combine psychological theory with real world insight.
Why choose Pinnacle Research Group, LLC
Passionately Curious
Expertise Exploring Why
Fresh Perspective
Dedication to Excellence
Seasoned Researchers
Learn more about Pinnacle Research Group, LLC
Chatswood, Australia
Ekas Marketing Research Services
The Australian independent field and data analysis company for your market research sub contracting needs.
Why choose Ekas Marketing Research Services
HealthCare Professionals
Qual and Quant
Sensory Testing
Fieldwork only
Learn more about Ekas Marketing Research Services
Beijing, China
Cathaya Research
Cathaya Research is a full-service market research firm offering both qualitative and quantitative research services in the APAC markets.
Why choose Cathaya Research
Data quality
Tech & medical experience
Advanced analytics
Learn more about Cathaya Research
Santiago, Chile
Brand & Business Strategic & Market Research Consultancy for Latin America & Caribbean.
Why choose PROVOKERS
We are Latam & Caribbean
Taylor made deliveries
We are Agile
Expert Consulting
Challenge the limits
Learn more about PROVOKERS
Burlington, Massachusetts
Applied Marketing Science
Applied Marketing Science, Inc. (AMS) is a leading-edge market research and consulting firm located in Burlington, Massachusetts.
Why choose Applied Marketing Science
30+ years experience
Roots in MIT Sloan
Systematic & cutting-edge
Network of survey experts
Originators of VOC
Learn more about Applied Marketing Science
Cuba, Missouri
Qlarity Access
We work with research/insights, consulting, and marketing pros to plan and execute research logistics.
Why choose Qlarity Access
Expertise-Clarity-Impact
Proven Research Logistics
Data Driven Execution
Adaptive Services
Access to your audience
Learn more about Qlarity Access
Dallas, Texas
Murray Hill National (Dallas)
Murray Hill is an experienced leading agile national research supplier offering a full range of Qual/Quant services.
Why choose Murray Hill National (Dallas)
Above the rest
Easy to reach
Expert staff
Learn more about Murray Hill National (Dallas)
Sign Up for Updates
Get the latest updates from top market research, insights, and analytics experts delivered weekly to your inbox
I agree to receive emails with insights-related content from Greenbook. I understand that I can manage my email preferences or unsubscribe at any time and that Greenbook protects my privacy under the General Data Protection Regulation.*
Your guide for all things market research and consumer insights
Create a New Listing
Manage My Listing
Find Companies
Find Focus Group Facilities
Tech Showcases
GRIT Report
Expert Channels
Get in touch
Marketing Services
Future List
Publish With Us
Privacy policy
Cookie policy
Terms of use
Copyright © 2024 New York AMA Communication Services, Inc. All rights reserved. 234 5th Avenue, 2nd Floor, New York, NY 10001 | Phone: (212) 849-2752
Uncertainty has been the norm in healthcare in 2023, and that’s not likely to change in 2024. A presidential election year looms in the context of pressure on federal government finances from large budget deficits and the impact of higher interest rates on federal debt servicing costs. In addition, the healthcare industry faces uncertainty about the financing of Medicare and Medicaid; regulation, including views about horizontal and vertical integration; and overall industry economics.
In the face of this uncertainty—some might call it opacity—discerning senior management teams can act on a few trends that are clearer. Some of the trends and possible responses germane to strategy and performance of healthcare organizations in 2024 are highlighted below.
We outlined in 2022 how the gathering storm fueled by inflation and workforce shortages would put pressure on healthcare over the next few years. Indeed, the pressure on healthcare leaders continues unabated. In response, industry players will have to consider repositioning their businesses as well as gearing up to ensure superior business performance:
Payer value creation continues to shift from administering health benefits and providing insurance to managing care and capturing delivery and pharmacy economics. Partnering with and enabling physicians, likely in risk-based arrangements, will continue to gain in importance relative to other models of utilization management.
As pressure from rising medical and prescription costs mount, scaling proven physician partnership models (for example, primary care–centered value-based care) as well as innovating new ones (specialty benefit management and specialty value-based care) will grow in importance. Enhancing health outcomes and members’ care experience, prompted by both the incentives in government programs but also rising demand from employers, will be important priorities.
Finally, a renewed focus on reducing administrative costs will be high on the agenda for payers to ensure sustainable margins, offer a better experience for members and clinicians, and to free up resources to invest in strategic capabilities.
Healthcare delivery will continue its restructuring. The definition of at-scale systems has changed in the past few years; today, it takes more than $13 billion to be a top-20 system by revenue, and many have reached their current position through inorganic growth, according to McKinsey analysis. The recent wave of M&A, however, is distinct from its predecessors. It is characterized by cross-geography deals designed to create value by scaling investments in platform capabilities across digital, analytics, shared services, and workforce management.
Beyond scale, sites of care have shifted increasingly from the hospital to ambulatory, home, and virtual care. This trend was playing out before the COVID-19 pandemic and was certainly accelerated by it. But the pivot toward ambulatory sites has been slower than expected, given the impact such a transition has on health system revenue, among other structural issues. Disruptors are vying to meet consumers’ demand for convenient access, but patients can be stuck navigating a complex system of healthcare organizations when their needs become more acute.
In parallel, health systems have struggled to fill their clinical workforce needs. The nursing shortage has become more acute: more than 100,000 nurses left the profession from 2019 to 2022, and health systems could face a shortage of 200,000 to 450,000 nurses by 2025. 2 Gretchen Berlin, Meredith Lapointe, Mhoire Murphy, and Joanna Wexler, “ Assessing the lingering impact of COVID-19 on the nursing workforce ,” McKinsey, May 11, 2022. Anticipated physician shortages are also an issue, though health system employment of physicians has slowed. Regulation (for example, price transparency and the 340B drug pricing program) and rising costs of capital (due to macroeconomic factors as well as ratings trajectories) will continue to create uncertainty.
While health system performance has generally improved over the past year as the industry emerges from the pandemic, a subset of players is really shining. Those that appear to be breaking away are hyperfocused on resilience, taking a multilever approach to growth while continuing to identify and take actions to ensure sustainable margins.
Generative artificial intelligence (gen AI) has created considerable excitement in the industry. Gen AI could be catalytic in accelerating the application of digital and automation in healthcare, thereby offering some answers to the twin challenges of affordability and workforce availability. For example, adopting currently available technology (including but not limited to automation, AI, and gen AI) could allow payers to reduce administrative costs by 13 to 25 percent, reduce medical costs by 5 to 11 percent, and increase revenue by 3 to 12 percent.
However, healthcare has lagged behind other industries in adoption of AI. For several reasons, the industry has had a hard time adopting the technology. For example, AI requires time-consuming and often manual preparation of clean and structured data; well-planned, narrow use cases (such as predicting a specific event or outcome); modern infrastructure; and hard-to-hire talent (such as data scientists and data engineers).
Given the need for empathetic and intelligent interactions in a service industry such as healthcare, the recognition, comprehension, and content creation capabilities of gen AI represent a major opportunity. It is particularly appealing in its simplicity: gen AI thrives on unstructured data, which is plentiful in healthcare; it is pretrained; and it is broadly understood by people across the organization. The potential use cases for gen AI cross every domain and function. Gen AI use cases, in addition to existing analytics use cases, could help address real burdens, including reducing preparation time and improving quality of clinical documentation, modernizing outdated or legacy applications, and personalizing patient and member outreach at scale.
Unlocking this value will be a leadership challenge. Senior healthcare executives will need to educate their boards, leadership teams, and employees; attract talent; drive adoption; and pursue change management initiatives such as workflow shifts. Scaling pilots to production-scale solutions with concurrent process changes will be important differentiators in 2024.
GLP-1 drugs hold the promise of treating type 2 diabetes (in 11 percent of the US population; 38 percent of the population has prediabetes 3 National Diabetes Statistics Report , Centers for Disease Control and Prevention, accessed November 20, 2023. ) and obesity (42 percent of adults 4 “Adult obesity facts,” Centers for Disease Control and Prevention, accessed November 20, 2023. ), potentially helping to avoid many other ailments, such as heart and chronic kidney disease. The population of patients meeting clinical eligibility criteria for GLP-1s is one of the largest of any new drug class in the past 20 to 30 years.
Although there is much to be excited about, experience shows that taking advantage of medical advances is often elusive in healthcare. GLP-1s must be taken consistently to maintain weight loss; however, initial studies indicate persistency and adherence to therapy is poor (32 percent of members remain persistent at one year and 27 percent during the second year 5 “Real-world analysis of glucagon-like peptide-1 antagonist (GLP-1a) obesity treatment one-year cost-effectiveness and therapy adherence,” Prime Therapeutics and MagellanRx Management, July 11, 2023. ).
Nonetheless, the shift in care and financing models that accompany GLP-1 drugs are likely to be material. The growth of the GLP-1 market has amplified the conversation around preventive care and demonstrated the impact of media awareness and consumer-driven demand in treatment decisions. Its expansion has also fueled the rise of telehealth providers, broadening access points for consumers.
The growth of the GLP-1 market presents cost challenges in the near term because benefits will accrue over time. The annual wholesale acquisition cost per patient ranges from $12,000 to $16,000. The high cost of the therapy raises complex coverage decisions for payers and plan sponsors, made even harder by the potential spending waste from therapy discontinuation.
GLP-1 drugs are not the only broad population drugs emerging or in the late-stage pipeline; others include treatments for Alzheimer’s and non-alcoholic fatty liver disease. New drugs have the potential to not only improve patients’ health but also heighten the need for better therapy and cost management. The resulting business model changes across the healthcare value chain are likely to be meaningful.
We hear from many healthcare leaders that this is an unnerving time given the relentless pressure and uncertain outlook they face. They also tell us that this is an exciting time that presents opportunities for innovation to improve members’ and patients’ health and lives, to reimagine current organizations, and build new capabilities and businesses. We would suggest healthcare leaders address known trends and avoid trying to predict future trends, given the considerable uncertainty ahead. Building resilient and agile organizations capable of rapidly adapting to new challenges as they emerge will be important to succeed in this environment.
Shubham Singhal is the global leader of McKinsey’s Social, Healthcare, and Public Entities (SHaPE) Practice in McKinsey’s Detroit office, and Drew Ungerman is the global leader of McKinsey’s Healthcare Practice and the McKinsey Health Institute in the Dallas office.
Related articles.
Health insurance is increasingly provided through managed competition, in which subsidies for consumers and risk adjustment for insurers are key market design instruments. We illustrate that subsidies offer two advantages over risk adjustment in markets with adverse selection. They provide greater flexibility in tailoring premiums to heterogeneous buyers, and they produce equilibria with lower markups and greater enrollment. We assess these effects using demand and cost estimates from the California Affordable Care Act marketplace. Holding government spending fixed, we estimate that subsidies can increase enrollment by 16 percentage points (76%) over risk adjustment, while all consumers are weakly better off.
Einav and Finkelstein gratefully acknowledge support from the Sloan Foundation and from the Laura and John Arnold Foundation. Tebaldi acknowledges support from the Becker Friedman Institute. We thank Ben Handel, Mike Whinston, and many seminar participants for helpful comments. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.
I would like to disclose that I am an adviser to Nuna Health, a data analytics startup company, which specializes in analytics of health insurance claims. I am not being paid by them, but have received equity (nominal value is less than $1,000 the market value is hard to assess).
MARC RIS BibTeΧ
Download Citation Data
More from nber.
In addition to working papers , the NBER disseminates affiliates’ latest findings through a range of free periodicals — the NBER Reporter , the NBER Digest , the Bulletin on Retirement and Disability , the Bulletin on Health , and the Bulletin on Entrepreneurship — as well as online conference reports , video lectures , and interviews .
Accounting and business law.
Laurie Burney presented "Navigating the Technology Frontier: The Role of AI and Technology in Accounting Classrooms" at the TACTYC in Arlington, VA (May 2024).
Michael Mowchan presented "Are Audit Firms Undermining PCAOB Enforcement? Unveiling the Influence of PCAOB Enforcement when Firms Retain Sanctioned Auditors" at the 2024 PCAOB/TAR Registered Reports Conference in Washington, DC (June 2024). Co-authors/presenters include: Meng Li, Wei Zhang and Hyun Jong Park.
Lourenco Paz presented "Exporter's gender wage gap: do destinations matter?" at the IPEA Webinar Series in Brasilia, Brazil (June 2024). Co-authors/presenters include: Bruno Araujo.
Allison Alford authored "Daughterwork in times of social upheaval" which has been accepted for publication in Qualitative Research Reports in Communication. (May 2024).
Allison Alford presented "What does it mean to "care" in families?" at the Re-Envisioning Care for a more Just and Inclusive Society Conference in College Station, TX (May 2024). Co-authors/presenters include: Kaitlin Phillips.
Yasamin Hadavi authored "Please Help: The Effect of (Im)polite Language on Educational Crowdfunding Success" which has been accepted for publication in . (May 2024). Co-authors include: Xunyi Wang, Robin Wakefield and Stacie Petter.
Hope Koch presented "The Impact of a Mentor" at the Leading Waco Women as part of the Greater Waco Chamber of Commerce in Waco, TX (May 2024).
Qin Weng authored "Bridge the Gap or Mind the Gap? The Role of Leader Coaching and Communication Technologies in Configurationally Dispersed Teams" which has been accepted for publication in Information & Management. (June 2024). Co-authors include: Jamie Windeler, Likoebe Maruping and Viswanath Venkatesh.
Jie (Kevin) Yan authored "How Technology Affordances of Sharing Economy Platforms Influence Cultural Distance and the Affective Commitment of Immigrants at the Base of the Pyramid" which has been accepted for publication in a conference proceeding. (May 2024). Co-authors include: Robin Wakefield , Saman Bina and Yasamin Hadavi.
Stephanie Mangus presented "Gratitude: A New Approach to Motivating Consumer Ethics" at the Association of Consumer Research Conference 2024 Paris in Paris, France (June 2024). Co-authors/presenters include: Veronica Thomas and Jeremy Wolter.
Kellen Mrkva presented "The Confirmation Nudge: How to Change Consumer Purchase Choices" at the Theory + Practice in Marketing in Austin, TX (May 2024). Co-authors/presenters include: Shannon Duncan, Marissa Sharif and Stanley Zuo.
Kellen Mrkva presented "Below the Scroll: A Novel Position Effect Influences Online Consumer Decisions" at the Theory + Practice in Marketing in Austin, TX (May 2024). Co-authors/presenters include: Jake Floyd, Ashley Otto and Yuna Choe.
Kellen Mrkva presented "Unfair Artificial Intelligence Reduces Rates of Prosocial Punishment" at the Association for Consumer Research in Paris, France (September 2024).
Chris Pullig presented "Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being" at the American Marketing Association - Summer Educators Conference in Boston, MA (2024).
Lane Wakefield authored "Conceptualizing Ephemerality in Online Marketing Communication for Consumers and Firms" which has been accepted for publication in European Journal of Marketing. (May 2024).
Min Kyung Lee presented "Boosting or undermining? Unveiling the two-sided effect of updates in medical crowdfunding campaigns" at the 2024 POMS Annual Meeting in Minneapolis, MN (April 2024). Co-authors/presenters include: Wen Zhang.
Diane Mollenkopf authored "Transformative Supply Chain Research: A New Frontier for SCM Scholars" which has been accepted for publication in Journal of Business Logistics. (May 2024). Co-authors include: Terry Esper, Hannah Stolze and Lucie Ozanne.
Joel Allison presented "Conversation with Joel Alison" at the Leadership in Healthcare at Baylor University in Waco, TX (February 2024). Co-authors/presenters include: Lauren Barron.
Paul L. Foster Campus for Business and Innovation 1621 S 3rd St. Waco, TX 76706
One Bear Place #98001 Waco, TX 76798
IMAGES
VIDEO
COMMENTS
Healthcare market research is defined as the systematic collection, analysis, and interpretation of data and information related to the healthcare industry. It involves studying various aspects of the market, including healthcare products, services, providers, consumers, and trends, to gain insights and make informed decisions.
Written by. Cem Dilmegani. Figure 1. Popularity of the keyword "healthcare market research" on Google search engine between 2017-2023. Research shows that there are four major areas that patients care most about but are still dissatisfied with 1: obtaining coverage. understanding benefits. finding care. managing care costs.
Healthcare market research surveys are nothing without responses. Follow these tips to boost your response rates: Target Your Population: Choose a target population relevant to your survey goals. If this population is hard to reach, consider using software to find survey takers who meet your criteria.
Healthcare market research forms the base to gaining a strong reputation in the industry through a series of connected events. The data you collect in the process can help you gain a better perspective into your target market's needs. However, depending on your profession, the objective of your market research may vary. ...
Healthcare market research determines the viability of new medical products or services through primary and secondary sources. Primary sources consist of interviews, focus groups, and ethnographic studies that strive to understand how consumers use products. Interviews and focus groups will likely include both patients and medical professionals.
Tips for an effective healthcare market research survey. Like with any other survey, a healthcare market survey shouldn't be too difficult of a task for respondents, and there are some rules to keep in mind to make it a success. As healthcare is a specific category however, we've included some last top tips to make sure you make the most of ...
Healthcare market research is the collection, analysis, and interpretation of data related to the healthcare industry. It includes a vast range of areas, from studying patient preferences and behaviors to analyzing market trends for medical devices, pharmaceuticals, and health services. Therefore, it plays a pivotal role in ensuring the ...
Healthcare market research focuses on the latest health trends and examines factors like patient comfort and education to identify market opportunities and penetration. It also accounts for healthcare's unique customer landscape, where patient pools drive the overall market size, and where healthcare providers (HCPs) can influence product ...
Conducting healthcare market research is an effective way to get patient feedback and better understand patient satisfaction and preferences. By gathering patient feedback through surveys, focus groups or other research methods, healthcare providers can gain valuable insights into patient experiences, opinions and needs.
Healthcare market research means the systematic gathering, analysing, and interpretation of data specifically related to the healthcare sector. This can cover many elements, including patient behaviours, market trends, healthcare spending, pharmaceutical advancements, and treatment effectiveness.
The healthcare market has been changing rapidly since the new millennium, creating a need for a new, integrated perspective on consumer relevant healthcare topics through the lens of psychology, marketing, and economics (Wood 2018; Iacobucci 2019).Even though marketing and consumer researchers with both quantitative and qualitative orientations have recently joined forces to tackle these ...
Marketing plays an important role in helping healthcare professionals to create, communicate, and provide value to their target market. Modern marketers start from customers rather than from products or services. They are more interested in building a sustainable relationship, than in ensuring a single transaction.
Medscape Market Research is committed to providing quick to market, custom healthcare research solutions driven by the largest network of active physicians.
Market research in the healthcare industry is an important tool to help businesses identify and understand customer needs, trends, and behaviors. It can also be used to develop new products and services that meet those needs. Market research helps organizations make data-driven decisions about their target markets, pricing strategies ...
Changes in Healthcare Markets. Marketing can address several interesting issues in changing healthcare markets. Service mix has been addressed in recent work, highlighting the fact that services offered by non-profit hospitals differ from those offered by for-profit hospitals. More research on service mix is needed.
In healthcare market research, as well as healthcare in general, grasping the terminology poses a significant challenge. Patients often face stressful life events, and the uncertainty surrounding their diagnosis or treatment can take a toll on their emotions. Similarly, healthcare providers may struggle with communication as they often feel ...
Explore our comprehensive quarterly analysis of healthcare market research that helps identify new insights into industry trends for cost-effective decisions. ... Trials Access Network Discover a solution that provides evidence-based payment averages to help determine the fair market value in healthcare's most common shoppable procedures.
Market research refers to the process of determining the viability of a healthcare product or service via various sources. It can use primary sources such as in-depth interviews, ethnographic studies, and focus groups to understand in-depth the use of the products, the steps to improve it, and the streamlining of the processes involved.
Market Insights: Where Health Care is Heading. Health care is being completely redefined by innovation — introducing simplicity, convenience, accessibility, and affordability. The AHA Center for Health Innovation prepares our members for the future by identifying, assessing, and analyzing health care trends that will have the most impact.
Digital transformation: Health systems' investment priorities. June 7, 2024 - Health system executives globally view digital and AI transformation as crucial to overcome many challenges, a new survey reveals, yet 75 percent say their investments may be falling short.
Healthcare market research means the systematic gathering, analysing, and interpretation of data specifically related to the healthcare sector. This can cover many elements, including patient behaviours, market trends, healthcare spending, pharmaceutical advancements, and treatment effectiveness. Healthcare market research provides invaluable insights that empower healthcare providers ...
The top healthcare market research agencies are leading companies that offer market research services related to the healthcare industry. They allow organizations to review and disseminate research associated with general healthcare, health issues, healthcare employee issues, healthcare providers, and other topics in the healthcare industry. ...
The US healthcare industry faces continued uncertainty in 2024, but healthcare leaders can seize opportunities for innovation and improvement. Building resilient and agile organizations will be crucial for success in this challenging environment. ... The growth of the GLP-1 market presents cost challenges in the near term because benefits will ...
Health insurance is increasingly provided through managed competition, in which subsidies for consumers and risk adjustment for insurers are key market design instruments. We illustrate that subsidies offer two advantages over risk adjustment in markets with adverse selection. They provide greater ...
About Cleveland Clinic. Cleveland Clinic is a nonprofit multispecialty academic medical center that integrates clinical and hospital care with research and education. Located in Cleveland, Ohio, it was founded in 1921 by four renowned physicians with a vision of providing outstanding patient care based upon the principles of cooperation, compassion and innovation.
To support this initiative, the health system is working with Best Buy Health 's care-at-home platform, Current Health. Patients will use connected devices including blood pressure cuffs and scales. Readings from the devices will be sent to the Current Health platform and also transferred to the patient's UC Davis Health electronic medical ...
Marketing. Stephanie Mangus presented "Gratitude: A New Approach to Motivating Consumer Ethics" at the Association of Consumer Research Conference 2024 Paris in Paris, France (June 2024). Co-authors/presenters include: Veronica Thomas and Jeremy Wolter.
Norton's inpatient market share in the Louisville hospital market is strong and has been steady over the last four years. Competition is in the form of mid-sized providers, including Baptist Health with just under a 18% market share in Norton's primary service area, and University of Louisville essentially with approximately 27% market share.
The attack triggered a disruption of payment and claims processing around the country, stressing doctor's offices and health care systems by interfering with their ability to file claims and get paid. Change says names, addresses, health insurance information and personal information like Social Security numbers may have been exposed in the ...
US News is a recognized leader in college, grad school, hospital, mutual fund, and car rankings. Track elected officials, research health conditions, and find news you can use in politics ...