Unexpected Product Redesign
Realistic simulation research uncovered previously unrecognized need, leading to an unexpected and critical product redesign.
- $4.1B infusion technology manufacturer in more than 70 countries
- competitor created blood control segment within U.S. peripherally inserted venous catheter (PIVC) market
- client had opportunity to distribute non-U.S. manufacturer’s blood control PIVC product in the U.S.
- identify potential of this new market segment in the U.S.
- evaluate market opportunity of potential distribution partner’s product within this new market segment
methodology / analyses
- hybrid qualitative / quantitative study conducted in person, 100+ clinical respondents
- comparison of product preference ratios (PPRs) between potential distribution partner’s blood control product, competitive blood control
products and leading non-blood control products
- simulation using venous access pads modified to provide realistic backflow of blood during catheter insertion
- HD video recordings allowed detailed review of respondent interaction with PIVCs and simulator pads
- insights confirmed that PIVC with blood control segment was a legitimate market opportunity
- client moved forward with successful U.S. distribution deal
- NOTE: an ergonomic product improvement was uncovered during the research
- a concept amended with this improvement had received the highest PPRs of all evaluated products
- based on the strength of dd+p’s recommendation, the distribution partner eventually included the ergonomic improvement in its PIVC product line
dd+p difference: adaptability
When an unexpected ergonomic need was identified outside of the direct scope of the project, the dd+p team was able to adjust research study parameters to include an adjunct enhanced concept in order to:
- collect relevant data on the enhanced concept
- understand likely market response to the enhanced concept
As a result, dd+p provided a strong and clear recommendation to the client, resulting in a subsequent successful product amendment.