Fine-Tuning a Medical Device for a Successful Launch

Situation

A startup company makes Internet-connected medical devices targeted to families with children. It sought to understand audience reactions so it could prioritize key feature development and establish core marketing messages prior to launch.

Engagement

We conducted focus groups in which we explored overall reactions to the concept as well as how this device would apply to participants’ health care needs. User experience research during the sessions looked at how parents and children would use the device individually and in tandem.

Results

Based on insights from this research, the client made substantial changes to the product design and refined its marketing communications. The product was named the “Best Connected Health Device” at CES 2017.