A leading global medical devices manufacturer was seeing slow growth in sales and sought to reposition its color ultrasound devices for the cardiology, obstetrics & gynecology (O&G) and neurology segments in China.

The objectives of the study were to assess market size, growth, competition, pricing and purchasing dynamics for color ultrasound in China vis-à-vis black and white ultrasound. These findings would support Spire in developing a comprehensive proposal to reposition the product.

Spire undertook secondary research through published articles, scientific journals, as well as data on government rules and regulations.

Our consultants commenced on-site interviews with dealers, distributors and manufacturers of medical diagnostic devices across China, so as to develop hypotheses about the market. Utilizing these insights, face-to-face interviews were then conducted with purchasing decision makers (clinical and financial) in hospitals across eight cities in China – primarily heads of department for cardiology, O&G and neurology as well as hospital administration/finance managers.

We also interviewed provincial health bureaus to extract more information on the specifics of the purchase process.

The results
Our findings were presented to our client’s Vice-President for Greater China and were used to establish sales quotas and budget for color ultrasound market development in mainland China.

Project deliverables included: