Healthcare IT

Medical Market Research for Digital Health, Healthcare IT and Data-Driven Care Models

Healthcare IT is transforming how healthcare systems deliver care, manage data, and allocate resources, but commercial success depends on more than innovative technology. Healthcare organisations invest in IT solutions when there is clear evidence of clinical relevance, operational impact, and economic value.

IDR Medical is a specialist healthcare IT market research agency, delivering medical market research that supports confident decisions across product development, value positioning, pricing strategy, and go-to-market execution. We help healthcare IT and digital health companies understand how decisions are really made, what different stakeholders value, and where adoption barriers sit in practice.

Our healthcare IT market research is designed around the real buying ecosystem - clinicians, IT, operations, procurement, finance, and executive leadership - not theoretical user journeys.

What We Do in Healthcare IT Market Research

Unmet Need Analysis

We conduct qualitative and quantitative medical market research to identify genuine unmet needs across clinical workflows, data management, interoperability, documentation burden, and care coordination. This ensures healthcare IT solutions are built around problems customers actively want to solve — and are willing to invest in.

Concept Testing and Value Validation

We evaluate healthcare IT concepts — including digital platforms, virtual care solutions, AI-enabled tools, analytics, interoperability systems, and patient engagement technologies — with the actual buying group. Our research quantifies perceived value, feature trade-offs, switching barriers, and adoption drivers, helping teams prioritise development and de-risk investment.

Market Assessment and Opportunity Sizing

Our healthcare IT market research includes segmentation, competitive benchmarking, adoption modelling, and market sizing. We help clients identify where demand truly exists, which customer segments to prioritise, and how market dynamics differ across regions, care settings, and system maturity.

Value Proposition Development

Healthcare IT success depends on communicating value differently to different stakeholders. Through medical market research, we help refine value propositions that resonate with:

Pricing and Commercial Strategy

Healthcare IT pricing is complex — shaped by reimbursement, budgets, perceived risk, and implementation burden. We support evidence-based pricing strategy using robust medical market research methods, including:

-Conjoint analysis
-Gabor-Granger
-Van Westendorp

This allows us to quantify willingness-to-pay, evaluate packaging models, and align price with demonstrated value.

Frequently Asked Questions

1. What is healthcare IT market research?
Healthcare IT market research examines how healthcare organisations evaluate, adopt, and pay for digital health and IT solutions, using structured qualitative and quantitative medical market research methods.

2. Who do you interview in healthcare IT market research projects?
We engage clinicians, IT leaders, operational managers, procurement, finance, and executive stakeholders — reflecting real-world buying committees.

3. How does medical market research improve healthcare IT adoption?
By identifying unmet needs, quantifying value drivers, and understanding decision workflows, medical market research improves product-market fit and reduces commercial risk.

4. Do you only support pricing projects?
No. Pricing is one core capability, but our healthcare IT market research also supports unmet need analysis, concept testing, market assessment, value proposition development, and launch optimisation.

5. When should companies invest in healthcare IT market research?
Ideally early, before development decisions are locked in, but research is equally valuable for refining positioning, pricing, and growth strategy post-launch.