McKinsey January 4, 2021
Medical-device innovators need a better way to understand the unmet needs along a patient’s health journey to ensure better clinical outcomes. Ethnographic research offers a path forward.
Over the past few years, we have seen macro trends shift the healthcare landscape in a few critical areas. These shifts include a stronger push toward digital technologies, greater patient involvement in decision making, an increasingly higher bar for innovation backed by clinical and economic evidence, and more complex procurement processes with multistakeholder decision making. The result is a more competitive ecosystem fueled by new entrants from both emerging economies and adjacent industries.
As the “consumerization” of healthcare has evolved in recent years, consumer preferences have likewise changed,...
Today's Sponsors
Today's Sponsor