Case studies - 1 August 2017

Research of the purchasing process in hospitals

Project objectives

Our client, a renowned and respected manufacturer in the market of medical devices, planned to modify their marketing and sales activities. The company wanted to better adjust their offering and operational plans to the needs and preferences of one of its key audience groups. For this purpose, they involved PMR Consulting & Research to conduct research of the purchasing process in hospitals.

Project details

We conducted a number of in-depth interviews (IDIs). We talked to people involved in the purchasing process at different stages of decision-making about the purchase of medical products. As a result, we were able to build a detailed picture of the area. We could better understand the purchasing process from different perspectives – hospital directors, department heads, managers of hospital pharmacies and senior charge nurses.

Project results

Such an extensive research of the purchasing process in hospitals allowed our client to learn about the decision-making process, including:


  • main criteria for the selection of medical products by hospitals,
  • key motivators and barriers to purchase for the studied category of medical products,
  • needs, objectives and expectations of individual decision-makers,
  • our client’s position against the competition.

The gathered information was used by our client to adapt their sales and marketing strategy to meet the needs and expectations of healthcare institutions.

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Marta Marszałek

Senior Pharma & Healthcare Market Analyst