About this Case Study

This case study provides an example for healthcare organizations seeking to align their products and services with the expertise and needs of medical professionals. If you are in the healthcare or medical device sector, this case study is for you.

This case study focused on evaluating medical professionals’ awareness of pelvic floor health, their familiarity with training devices, and their preferences for solutions aimed at improving patient outcomes. These insights supported the rebranding of PonteMed as PelviX.

Summary

PelviX, in preparation for its rebranding, sought to understand the perspectives of medical professionals specializing in pelvic floor health. This research explored the conditions they frequently address, their goals for pelvic floor rehabilitation, and their expectations for medical devices. The findings provided a foundation for PelviX’s product positioning and messaging strategy.

Here’s the Challenge 

PelviX faced the challenge of understanding the needs and expectations of medical professionals to create products that align with their expertise. The study needed to identify how pelvic floor training devices were perceived and the attributes considered most important for successful patient outcomes.

Here’s the Idea

We designed a survey to explore:

• The most common pelvic floor-related conditions encountered by specialists (e.g., urinary incontinence and pelvic pain disorders).
• Familiarity with existing pelvic floor training devices
• The primary goals of pelvic floor rehabilitation, such as strengthening pelvic muscles and restoring bladder or bowel control.
• Preferences for device attributes, including efficacy, clinical validation, and ease of use.

Here’s the Execution

A quantitative survey was conducted with 225 respondents, including gynecologists, physical therapists, urologists, and osteopaths. Key components included:

• Ranking device attributes like efficacy and integration with patient progress tracking.
• Evaluating the likelihood of integrating a non-invasive device into practice.
• Gathering insights on product benefits perceived as most compelling to patients, such as gaining control over their bodies and feeling physically safe.

The survey ensured representation from a wide range of specialties to capture diverse perspectives.

Here’s the Positive Outcome

Two key findings provided actionable insights:

1. Device Familiarity and Goals: While 56.19% of respondents were “very familiar” with pelvic floor training devices, the data revealed significant opportunities to address unmet needs, especially around strengthening pelvic floor muscles and improving post-surgical recovery.
2. Key Device Attributes: Efficacy in targeting specific pelvic floor muscles and clinical validation ranked as the top priorities for specialists, guiding product development and positioning.

Applications to Business Objectives

The findings empower PelviX to:

• Design solutions that align with the clinical goals of pelvic health specialists, emphasizing validated efficacy and intuitive operation.
• Develop targeted messaging around the most common conditions, such as urinary incontinence and postpartum dysfunction, to resonate with professionals.
• Position PelviX devices as trusted, non-invasive solutions that deliver measurable results, enhancing their adoption in medical practices.