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Healthcare markets

Healthcare captures markets from pharmaceutical, medical devices and service providers where products are chosen by experts, but consumed by patients, with a full range of regulatory oversight and challenging inter-market relationships between specifiers, influencers, regulatory bodies and end users. All with different international standards and health services to contend with.

Our projects help businesses navigate the complex structures to identify how efficacy and efficiency drive decisions and recommendations on medicines, devices, processes and protocols to ensure the right products are tested, and taken through approval processes.

Treatments and devices

Bringing a medicine or device to market is a long and costly process requiring demonstrable clinical benefits, but also in an area where there is an available clinical need. The process for achieving approval takes time and money.

Identifying the right 'Test Product Profile' for clinical trials requires forethought and planning. Typically there are trade-offs between dosage and efficacy and safety and factors of use - such as the dosing method can have a large impact on the acceptability of a new-to-market product.

Techniques like conjoint analysis, allow an understanding of the trade-offs specialists and experts would make for 'virtual' products enabling the TPP to be optimised for the market, before taking into a clinical trial.

This stage of planning can help identify potential share of prescribing, recommendations for use, and price sensitivities.

Instruments and processes

For practitioners providing services away from the frontline delivery, instruments, processes and protocols need to be designed to maximise throughput while maintaining quality. In areas like histology, testing, screening and reporting are high volume where time is of the essence.

Instrument and service providers need to understand workflow and handling requirements and optimise machines for ease of operation and faster turnaround.

As ever, there is always a balance to be made, both in terms of functionality, capacity and handling, but also in terms of price and levels of technical integration.

Trade-off techniques such as conjoint analysis allow different options to be tested 'in virtual' to guide the development of new instruments and services. And then to help develop the key communication elements for those services as the product is taken to market.

Protocol management software for clinical trials

While most of our projects in healthcare markets relate to designing products and services, we have also provided tools to help ensure complex clinicial trial protocols are specified correctly and monitored correctly.

In areas like oncology, new treatments have to be fitted into standard of care protocols, often creating complex relationships of timing for dosing or treatments around factors like measurement and monitoring, visit schedules, and pre-existing treatments.

Our protocol management software is able to combine these different timing factors and so to advise on an optimum protocol schedule per patient, with the possibility of automatic notifications and compliance checks.

For help and advice on marketing and research in healthcare markets contact info@dobney.com


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