Industry · HLTH

Healthcare & Life Sciences

In healthcare, a great product is not enough. Adoption depends on clinicians, administrators, procurement committees, payers and patients — each with different priorities. We help medtech, diagnostics, pharma, healthtech and provider organisations understand those stakeholders and the pathways that connect them.

Discuss Your Market 7 ways we help

Last reviewed 2 October 2026 by the Hoog research team

What is healthcare and life sciences market research?

Healthcare and life sciences market research studies the stakeholders and pathways that determine whether a medical product or service is adopted — clinicians, hospital administrators and procurement teams, payers, patients and caregivers. It covers opportunity sizing, adoption drivers, patient journeys, buying processes, pricing and market access, conducted under appropriate ethics and consent.

How research creates value

Understand every stakeholder between your innovation and the patient.

Healthcare decisions are rarely made by one person. A diagnostic test may be chosen by a clinician, approved by a hospital committee, paid for by an insurer or the patient, and performed by a technician. Research must capture each perspective — and the patient pathway that links them — to explain why some innovations scale and others stall.

Hoog works with medical device and diagnostics companies, pharmaceutical and consumer-health brands, digital health and healthtech start-ups, hospital groups and investors. Studies are conducted with appropriate consent, ethics and adverse-event reporting processes, and with interviews scheduled around clinicians’ demanding time.

Segments we cover

Medical devices & equipment
Diagnostics & laboratory services
Pharmaceuticals & generics
Consumer health & OTC
Digital health & healthtech
Hospitals & provider networks
Health insurance & payers
Healthcare services (home care, telehealth, pharmacy)

What’s changing

Forces reshaping Healthcare & Life Sciences

The shifts our clients most often ask us to help them understand and respond to.

Digital health infrastructure

Initiatives such as India’s Ayushman Bharat Digital Mission and the growth of telehealth are changing how patients access care and how providers share data.

Device and diagnostics regulation

Medical device regulation in India has been expanding under the Medical Devices Rules, 2017, affecting registration, quality and market entry timelines.

Domestic manufacturing push

Incentive schemes for domestic manufacturing of devices and pharmaceuticals are reshaping supply, pricing and competition.

Value and outcomes

Hospitals and payers increasingly ask for evidence of outcomes and total cost of care, not just product features.

Consumerisation of care

Patients research symptoms, compare providers and expect convenience — creating opportunities in consumer health, diagnostics and home care.

How we help

Research and strategy for Healthcare & Life Sciences

Each engagement starts with a business problem and ends with a decision. These are the questions we are most often asked to answer.

Market opportunity & patient-flow sizing

“We need to know how big the real opportunity is for our device, test or therapy — not just the disease prevalence number.”

Questions we answer

How many patients are diagnosed, treated and eligible at each step of the pathway?
In which care settings — tertiary, secondary, clinics, home — does demand sit?
What share is realistically addressable given access, price and infrastructure?
How will the opportunity evolve over the next five years?

How we do it

We build patient-flow models from epidemiology, procedure and published literature, then validate conversion assumptions with clinicians and administrators to produce a realistic addressable opportunity.

Literature and epidemiology review
Patient-flow modelling
Clinician and KOL interviews
Hospital infrastructure analysis
Scenario modelling

What you receive

— Patient-flow model
— Addressable market by setting and region
— Key assumptions and sensitivities
— Opportunity narrative for leadership or investors

Decision it enables

Whether the opportunity justifies investment, and where to focus first.

Related capability: Market Research

Clinician needs & adoption drivers

“Clinicians say they like our product in demos, but adoption after launch is slow.”

Questions we answer

What clinical and practical problems do specialists face today?
What evidence, training or support do they need before switching?
Who influences their choice — peers, KOLs, hospital committees, patients?
What are the perceived risks of adopting something new?

How we do it

In-depth interviews with specialists, general practitioners, nurses and allied professionals, followed where useful by a quantitative survey to size adoption barriers by specialty and setting.

Clinician IDIs
KOL interviews
Specialty-level quantitative survey
Advisory board facilitation

What you receive

— Adoption barrier and driver map
— Clinician segmentation
— Evidence and training requirements
— Messaging and medical engagement recommendations

Decision it enables

How to build clinician confidence and accelerate adoption.

Related capability: B2B Research

Patient journey & pain points

“We want to understand the patient experience — from first symptom to diagnosis, treatment and follow-up — to find where we can help.”

Questions we answer

What happens between first symptom and diagnosis, and why are there delays?
Which steps cause the greatest emotional, financial or practical burden?
Who do patients and caregivers turn to for information?
Where do patients drop out of treatment or follow-up?

How we do it

Ethically conducted patient and caregiver interviews — with informed consent and sensitivity — combined with clinician perspectives to map the complete pathway and its pain points.

Patient and caregiver IDIs
Patient diaries
Clinician interviews
Journey mapping

What you receive

— Patient journey map
— Pain points and unmet needs
— Information and influence sources
— Intervention opportunities

Decision it enables

Where products, services or programmes can make the biggest difference for patients.

Hospital procurement & buying process

“We don’t understand how hospitals decide — especially the difference between private chains, standalone hospitals and public tenders.”

Questions we answer

Who is involved in purchase decisions, and what are their criteria?
How do private, public and trust hospitals differ in procurement?
How important are total cost of ownership, service and financing?
What does a winning tender response or sales approach look like?

How we do it

Interviews with hospital administrators, biomedical engineers, procurement heads and clinicians across hospital types, synthesised into a decision-unit map and sales playbook.

Administrator and procurement interviews
Biomedical engineering interviews
Tender document analysis
Decision-unit mapping

What you receive

— Buying-process map by hospital type
— Decision criteria and weights
— Tender insights
— Sales and service model recommendations

Decision it enables

How to sell, price and service effectively across hospital segments.

Related capability: B2B Research

Pricing & market access

“What price will the market bear, and how do reimbursement and insurance affect uptake?”

Questions we answer

How sensitive are hospitals, payers and patients to price?
How do insurance coverage and government schemes affect demand?
What value story will resonate with each payer and buyer?
How do competitor prices and tender benchmarks compare?

How we do it

Payer, procurement and clinician interviews, price-sensitivity research and competitive price analysis combine into a pricing and access strategy.

Payer and insurer interviews
Price sensitivity research
Competitive price benchmarking
Value-story testing

What you receive

— Price corridor recommendations
— Access and reimbursement landscape
— Value dossier inputs
— Segment-level pricing strategy

Decision it enables

How to price and position for access and uptake.

Related capability: Market Entry & GTM

Healthtech product-market fit

“Our digital health product has pilots, but we’re not sure who will actually pay — patients, providers, employers or insurers.”

Questions we answer

Which stakeholder feels the problem most and has budget to solve it?
Do pilot users see enough value to continue and recommend?
What integration, workflow and compliance needs block scale?
Which business model — B2C, B2B, B2B2C — fits best?

How we do it

Interviews across user and payer groups, pilot-participant feedback and willingness-to-pay research identify the strongest path to sustainable revenue.

Multi-stakeholder IDIs
Pilot evaluation interviews
Willingness-to-pay research
Business-model testing

What you receive

— Stakeholder value map
— PMF assessment
— Recommended business model
— Scale barriers and mitigations

Decision it enables

Who to sell to, how to charge, and what to fix before scaling.

Competitive landscape & market entry

“We’re a global company considering India — or an Indian company expanding abroad — and need a clear view of competition and entry route.”

Questions we answer

Who are the established and emerging competitors, and how do they compete?
What regulatory pathway and timelines apply?
Which distribution model — direct, distributor or partnership — works best?
Which regions or segments should be prioritised?

How we do it

Competitor profiling, regulatory review and distributor and clinician interviews feed a phased entry plan.

Competitor profiling
Regulatory pathway review
Distributor interviews
Clinician and administrator interviews

What you receive

— Competitive landscape
— Regulatory and entry roadmap
— Distribution partner assessment
— Phased market entry plan

Decision it enables

Whether and how to enter, and with which partners.

Who we research

The people behind the decisions

Clinicians

Specialists and surgeons
General practitioners
Nurses and allied professionals
Key opinion leaders

Hospitals

Administrators and CEOs
Procurement and purchase committees
Biomedical engineers
Lab and pharmacy heads

Payers & policy

Insurers and TPAs
Corporate HR / benefits teams
Public health experts

Patients

Patients (with informed consent)
Caregivers
Patient advocacy groups

What we measure

Evidence, not opinion

Addressable patients and procedures
Clinician awareness, trial and adoption
Adoption barriers and evidence needs
Procurement decision criteria
Price sensitivity by buyer
Patient journey drop-off points
Brand perception among clinicians
Competitive share of preference

Typical engagements

What working with us looks like

Representative scenarios that show how we scope work in this sector. They are example scopes, not client case studies.

Device opportunity assessment

Situation: A medtech company is evaluating a device category in India.
Approach: Patient-flow model, clinician and procurement interviews.
Output: Addressable opportunity by setting and a market access approach.

Diagnostic test adoption study

Situation: A lab network’s new test is under-ordered by physicians.
Approach: Physician IDIs and survey on awareness, evidence and ordering barriers.
Output: Adoption barriers and a physician engagement plan.

Healthtech business-model validation

Situation: A digital health start-up has pilots with hospitals and employers.
Approach: Stakeholder interviews and willingness-to-pay research.
Output: Recommended buyer, pricing model and scale plan.

Relevant capabilities

Capabilities we bring to Healthcare & Life Sciences

Market ResearchSize markets, map demand and understand the forces shaping your category.B2B ResearchReach decision-makers, specialists and channel partners that are hard to access.Customer & Consumer InsightsUnderstand needs, behaviours, perceptions and the journey to purchase.Market Entry & GTMDecide where to play, how to enter and how to win in new markets.Commercial Due DiligenceIndependent, fast evidence on markets, customers and competitive position for deals.

Case studies

10 Healthcare & Life Sciences engagements

How we approach the commercial questions this sector asks most often.

View all 10 →

Healthcare & Life Sciences

Healthcare Market Opportunity Assessment

Assessing the opportunity for a medical device category, including clinician adoption drivers and hospital procurement dynamics.

Example engagementRead case

Healthcare & Life Sciences

Physician Adoption of a New Diagnostic Test

Understanding why physicians were slow to order a clinically valuable new test, and how to change that.

Example engagementRead case

Healthcare & Life Sciences

Patient Journey Mapping for a Chronic Condition

Mapping the experience of patients and caregivers from first symptoms to long-term management to find where support programmes could help.

Example engagementRead case

Healthcare & Life Sciences

Hospital Procurement Process for Capital Medical Equipment

Understanding how private chains, standalone hospitals and public institutions decide on capital equipment purchases.

Example engagementRead case

Healthcare & Life Sciences

Business Model Validation for a Digital Health Start-up

Determining who would pay for a remote monitoring service — hospitals, insurers, employers or patients — and how.

Example engagementRead case

Healthcare & Life Sciences

Pricing and Market Access for a Surgical Device

Defining a price corridor and access strategy for launching a premium surgical device.

Example engagementRead case

FAQ

Frequently asked questions

What is a patient journey map?

A patient journey map describes each stage a patient goes through — first symptoms, seeking help, diagnosis, treatment, follow-up and long-term management — including the people involved, decisions made, emotions felt and barriers encountered. It helps organisations identify where products, services or communication can improve outcomes and experience.

How do you recruit doctors and specialists for research?

Through specialist healthcare panels, professional networks and targeted outreach, with screening to confirm specialty, practice setting and relevant experience. Interviews are kept focused and scheduled around clinical commitments, and participants are compensated fairly for their time.

What is the difference between prevalence and addressable market in healthcare?

Prevalence is the number of people with a condition. The addressable market is much smaller: only those who are diagnosed, treated, in a care setting where the product can be used, and able to access or afford it. A patient-flow model makes each of those steps explicit.

Start a conversation

Facing a Healthcare & Life Sciences decision? Let’s find the evidence.

Tell us about the decision you are facing. We will come back with a clear view of how research can help — and what it would take.

Discuss Your Market