MEDTECH & HOSPITAL PROCUREMENT

MedTech Brand Consideration Set Composition & Hospital Formulary Inclusion Rate Survey

Map how hospital procurement committees, clinical department heads, and formulary review boards evaluate, compare, and choose MedTech brands across device categories, vendor credentials, and compliance requirements, so you can sharpen positioning, convert formulary inclusion, and benchmark consideration share by segment.

Pan-India sample
Hospital procurement teams (Formulary Decision-Makers)
15-20 min
Talk to a Survey Consultant
Formulary entry frictionIdentify where MedTech brands stall or drop from active formulary shortlists.
Consideration set & share benchmarksRank brand inclusion rates across device categories, hospital tiers, and specialties.
TRUSTED BY LEADING BRANDS
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CONTEXT & RELEVANCE

Why run this survey now

Most MedTech commercial teams don't lose formulary slots purely on clinical evidence. They lose them due to weak consideration set positioning, misread procurement criteria, fragmented KOL influence mapping, inconsistent value messaging across departments, and untracked competitor inclusion rates, none of which fully show up in sales force data or tender win-loss reports.

If you are...

  • MedTech brand vs GPO-preferred competitor

  • Device portfolio head, hospital segment

  • Formulary access or market access lead

  • Hospital sales or key account director

  • Commercial strategy, capital equipment division

You're likely facing...

  • Formulary inclusion: clinical vs procurement gap

  • Consideration set drop-off, shortlisting stage

  • Established brands = safe/inflexible perception

  • New entrants = innovative/unproven perception

  • Renewal risk: value proof vs switching cost

This will help answer...

  • Consideration set composition by segment

  • Formulary shortlisting drop-off stage

  • Brand inclusion drivers beyond clinical data

  • Price-value threshold, procurement committee

  • Formulary renewal and displacement triggers

RESEARCH THEMES

What This Survey Investigates

Eight interconnected research themes that map the complete MedTech brand journey from initial clinician awareness to formulary retention.

TENETS 01

Brand Awareness & Recall

  • Unaided brand recall by specialty
  • First-mention frequency by device category
TENETS 02

Consideration Set Composition

  • Number of brands actively evaluated
  • Shortlist criteria by procurement stage
TENETS 03

Formulary Inclusion Drivers

  • Clinical evidence requirements for listing
  • Value Analysis Committee decision criteria
TENETS 04

Procurement Friction

  • Bottlenecks in tender-to-approval cycle
  • Documentation gaps delaying listing decisions
TENETS 05

Pricing & Budget Thresholds

  • Capital vs. consumable budget allocation
  • Price sensitivity by device segment
TENETS 06

Clinical Rep Influence

  • Rep engagement frequency by specialty
  • Rep-driven vs. committee-driven shortlisting
TENETS 07

Brand Loyalty & Switching

  • Trigger events prompting brand re-evaluation
  • Switching barriers by device class
TENETS 08

Competitive Positioning

  • Perceived differentiation across shortlisted brands
  • Gaps between brand promise and clinical experience
Request a scope validation call

SAMPLING STRATEGY

Tell us about your ideal sample

Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.

Sample size
How many respondents do you need?
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Target audience
Who should we survey?
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Region
Which regions should we cover?
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Segments
How should we slice the data?
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Discuss sample plan

METHODOLOGY

Survey approach

For the MedTech Brand Consideration Set Composition & Hospital Formulary Inclusion Rate Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification.

PRIMARY
Online web surveySelf-administered survey shared via email / panels to capture structured responses at scale.
Best for
1
Ranking brands within hospital procurement consideration sets
2
Measuring formulary inclusion rates by device category
3
Comparing segments by hospital tier and specialty
Deliverables
Consideration set rankings
Formulary inclusion matrix
Segment gap map
OPTIONAL
CATI (phone survey)Interviewer-led telephone interviews to reach owners who are harder to get online.
Best for
1
Procurement heads in smaller district-level hospitals
2
Quick coverage across multiple hospital clusters
Deliverables
Tier-2 hospital coverage
Call-log diagnostics
SELECTIVE
Face-to-faceOn-ground surveys or interviews in key industrial clusters or high-value cohorts.
Best for
1
Large teaching hospitals with complex formulary committees
2
High-value device categories requiring purchase-decision verification
Deliverables
Formulary pathway maps
Committee influence profiles
OPTIONAL
FGDs
Deliverables
Themes and quotes
Criteria feedback
OPTIONAL
Mixed surveysAny 4-mode combo Online + CATI + F2F + FGDs to maximise reach and representation. Mode-specific quotas and weighting for clean comparisons.
Deliverables
Unified dataset
Mode-adjusted analytics
Our Recommendation
Start with: Online web survey as the core quant layer, targeting hospital procurement leads, clinical department heads, and formulary committee members across private and public hospital tiers.
Consider adding: CATI for district and tier-2 hospitals with low digital engagement, and F2F interviews for large teaching hospitals where formulary decisions involve multi-stakeholder committees and require on-site verification.
Confirm approach
Request timeline

EXECUTION PROCESS

How we execute

A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.

Define the decision frame

Confirm objectives, target cohorts, geographies, and reporting cuts

Step 01

Define the decision frame

Design the instrument

Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)

Step 02

Design the instrument

Lock the questionnaire

Review wording, sequencing, LOI, and competitive context; approve final version

Step 03

Lock the questionnaire

Pilot and calibrate

Test comprehension and ease quality; refine quotas and remove friction where needed

Step 04

Pilot and calibrate

Run fieldwork

Execute collection with active quota management and feasibility controls

Step 05

Run fieldwork

Assure quality

Dedupe, attention checks, speed/consistency rules, removals with audit trail

Step 06

Assure quality

Prepare the dataset

Clean data and deliver codebook/variable definitions

Step 07

Prepare the dataset

Analyse and synthesise

Driver ranking, leakage diagnostics, pricing bands, segment insights

Step 08

Analyse and synthesise

Deliver and align

Executive deck (optional dashboard) and leadership readout with recommendations

Step 09

Deliver and align

COMMERCIAL TERMS

Request a Commercial Proposal

Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.

Select Sample Size

100

Geography

  • India
  • APAC (Singapore, Vietnam, Philippines, Indonesia, Australia, NZ, Japan, Thailand)
  • Middle East (UAE, KSA, Qatar, Bahrain, Oman, Kuwait)
  • North America (US, Canada)
  • Europe
  • Africa (South Africa, Kenya, Nigeria, Egypt, Algeria)
  • LATAM (Brazil, Mexico)

Select Mode of Survey

  • Online
  • CATI
  • Online FGD (5 people per FGD)
  • F2F

Length of the Interview

  • Select
  • 0-15
  • 16-20
  • 21-30
  • 31-45
  • 46-60
  • Custom
Indicative Estimate
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$0.00

+ applicable taxes

Proposal turnaround typically 24–48 hours

Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.

REFERENCE CASELETS

Reference

Real-world examples of survey work in the MedTech and hospital procurement space.

CASELET 1

Surgical device channel preference & procurement trigger mapping (India)

CASELET 2

Diagnostic imaging brand perception & radiologist recommendation audit (India)

Surgical device channel preference & procurement trigger mapping (India)

OBJECTIVE

A mid-size surgical device manufacturer needed to map how government hospital procurement committees and private multi-specialty chains shortlist vendors, and which clinical endorsement signals and pricing structures shift preference at the tender stage.

WHAT WE DID

Ran a structured quant survey across 180 hospital procurement leads and biomedical heads in 6 cities, capturing vendor shortlist composition, tender evaluation criteria, distributor influence weight, and price sensitivity thresholds by hospital tier and bed capacity.

DELIVERED

A vendor preference map by hospital segment, a ranked evaluation criteria framework separating clinical from commercial triggers, and a pricing corridor identifying the threshold at which incumbent vendors lose shortlist position to challengers.
Talk to Survey Consultant
CASELET 1

Surgical device channel preference & procurement trigger mapping (India)

CASELET 2

Diagnostic imaging brand perception & radiologist recommendation audit (India)

Surgical device channel preference & procurement trigger mapping (India)

OBJECTIVE

A mid-size surgical device manufacturer needed to map how government hospital procurement committees and private multi-specialty chains shortlist vendors, and which clinical endorsement signals and pricing structures shift preference at the tender stage.

WHAT WE DID

Ran a structured quant survey across 180 hospital procurement leads and biomedical heads in 6 cities, capturing vendor shortlist composition, tender evaluation criteria, distributor influence weight, and price sensitivity thresholds by hospital tier and bed capacity.

DELIVERED

A vendor preference map by hospital segment, a ranked evaluation criteria framework separating clinical from commercial triggers, and a pricing corridor identifying the threshold at which incumbent vendors lose shortlist position to challengers.

FREQUENTLY ASKED QUESTIONS

Common Questions

Answers to frequently asked questions about this survey mandate.

What decisions will this survey enable?

Who is the buyer vs who are the respondents?

Can we see differences between tertiary care hospitals, secondary care hospitals and ambulatory surgical centres?

How will you measure formulary inclusion preference beyond simple ratings?

Will the survey map the full formulary evaluation journey and drop-offs?

Can this survey inform product and pricing strategy?

How will findings improve our formulary access and key account conversion rate?

Still have questions?

Schedule a discovery call to discuss your specific needs and get a custom quote.

Book a Discovery Call