Case Study: Covidien gains confidence in global medical device launch with Greenbook TRC Insights

Covidien gains quantitative product design feedback worldwide with Greenbook

The customer, Covidien, faced the challenge of understanding the varying attitudes and buying behaviors of clinicians and hospital decision-makers across global markets. This was a critical step to successfully launch new medical devices and influence perceived needs and feature preferences. The vendor Greenbook was engaged to help navigate this challenge.

Greenbook implemented a solution using discrete-choice studies among key stakeholder groups in the U.S., Europe, and Asia. This provided quantitative product design feedback that complemented Covidien's internal qualitative efforts. The result was that Covidien gained greater confidence in its new products' ability to impress decision-makers and gain market share, allowing the company to better tailor its products and pricing for the global marketplace.

Covidien