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Competitive Analysis for a Healthcare IT Company
  • 1. Requirement
  • Requriement

  • A leading software technology company offering Healthcare Information Systems (HIS) wanted to understand why it was losing market share to a number of smaller competitors.
    Specifically it wanted to know the following for three HIS providers
    Operations set up
    Sales by product
    Research and Development spend & focus
    Products launched and upgraded, technical specifications
    End user feedback/ market attitude
    Pricing benchmarks
  • 2. Solution
  • Solution

  • A detailed presentation in PowerPoint on each provider included:
    Operations centers, geographies, staff
    Revenues split by geography and service line (estimated)
    Products and services on offer and in pipeline
    Research & Development – spend (global and regional) and focus areas (estimated)
    Customer feedback on products
    Social media response
    Approximate pricing benchmarks
    Price/value perception of clients
  • 3. Methodology
  • Methodology

  • TBRC conducted research on each provider through:-
    Primary research (5+ interviews with senior employees; 5+ interviews with customer hospitals)
    Secondary research (company websites, journals and presentations)
    Social Media monitoring – monitoring comments on consumer discussion forums and professional networking sites
    Delivery of a comprehensive report on the competitor and the threat it posed to the client
  • 4. Client Benefits & Feedback
  • Client Benefits & Feedback

  • The report on the operations of the providers helped the client to shape its strategic response.
    Primary research revealed a range of important strategic information the client had not been aware of including:
    Lower than expected price points and higher discounts
    Customer perceptions that the smaller companies were more responsive
    Technology development focus areas of the providers

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