About the Client
A global medical imaging device manufacturer approached Nexus to gain deep, real-world insights into how radiologists, imaging techs, and hospital administrators were experiencing their latest diagnostic platform. The company had recently launched a new high-resolution CT and MRI line, but uptake was slower than expected in certain markets. The leadership team wanted to understand how the product was perceived in clinical settings and how it compared to competitors.
The Challenge
Limited Feedback from End Users
Most feedback the client had came from distributor partners or internal sales teams. They lacked direct input from daily users like radiologists and imaging techs who could speak to accuracy, usability, maintenance, and speed.
Uncertainty Around Procurement Drivers
Hospitals weren’t just buying based on specs. Budget constraints, service contracts, and clinical outcomes played a major role in decision-making. The client wanted to understand how those priorities were being balanced during purchasing evaluations.
Our Approach
Curated Expert Recruitment from Clinical & Procurement Roles
We sourced and screened over 40 professionals, including senior radiologists, hospital imaging leads, and medical equipment procurement officers each with first hand experience evaluating or working with advanced imaging platforms.
20+ Structured Qualitative Interviews
We facilitated deep-dive conversations covering clinical performance, system integration, maintenance support, and cost-justification factors. We also explored comparison points with competitors like GE, Siemens, and Philips.
Insights from Both Private & Public Healthcare Settings
We ensured geographic and institutional diversity speaking with experts from large academic hospitals, regional imaging centers, and private diagnostic labs. This allowed us to identify key differences in procurement behavior and feature priorities.
Actionable Synthesis for Product & Commercial Teams
We delivered an insights report with clearly categorized findings, including product strengths, reported gaps, key buying criteria, and post-sale support expectations. Direct quotes and competitive insights were included to support positioning.
Results & Impact
The client was able to:
- Adjust their product messaging to highlight speed-to-scan and ease-of-use, top features for radiology teams.
- Identify a previously overlooked service-related weakness, leading to updates in their post-sale support model.
- Gain competitive insight that helped reposition pricing and service tiers for mid-sized hospitals.
- Use expert feedback to support regional distributor training, improving close rates by 22% in one region within a quarter.
The project was so successful that the client expanded their work with Nexus to support upcoming product roadmap planning and localization testing in EU and APAC markets.
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