Case Study: Medscape achieves faster customer-centric product discovery with Survicate

How Survicate Powers Medscape’s Customer-Centric Approach

Medscape, the global online destination for physicians and healthcare professionals, needed a faster, more customer-centric way to validate product ideas and gather feedback across its network. Using Survicate, Medscape’s product teams supported their Continuous Discovery process with contextual surveys and user interview recruitment, helping them stay in regular contact with physicians while reducing disruption to the user experience.

With Survicate, Medscape tested risky assumptions, including whether translated medical content would be useful without a full localization layer and why website users weren’t downloading the mobile app. The surveys showed that over 90% of respondents were likely to use the translated content at least monthly, and they revealed a major app awareness gap, prompting Medscape to shift resources toward marketing and discoverability efforts.

Medscape

Sandrine Veillet

VP of Global Product