2Europe conducted this research for a global leader in medical devices, to explore and analyse the dynamics of the European hospital kit packer market. The project demonstrates 2Europe’s expertise in delivering targeted, B2B-focused healthcare research, combining rigorous methodology with adaptable fieldwork to generate insights that directly informed strategic decision-making.
Project Overview
The client commissioned 2Europe to investigate how hospitals and kit packers interact within the European medical supply chain. The client sought greater visibility into purchasing behaviours, supplier relationships, and perceptions of the client’s products among indirect customers. As the client operated in this space through intermediaries, the research aimed to uncover how end-users experienced and evaluated its offerings. The findings would help the client refine its value proposition, enhance engagement with partners, and optimise product strategy within hospital environments.
Project Objectives
The study’s overarching goal was to map the structure and dynamics of the European kit packer market and understand how the client’s products were perceived and used. Specific research objectives included:
- Identifying key players in the European kit packer market and their relationships with hospitals.
- Understanding purchasing and decision-making processes related to medical device selection.
- Evaluating awareness and perception of the client’s product range among indirect customers.
- Identifying unmet needs and opportunities for differentiation within the hospital segment.
- Delivering actionable insights to guide product development, marketing, and partnership strategies.
Methodology
2Europe adopted a collaborative, mixed-method approach that combined qualitative depth with structured quantitative data collection. This design ensured a balanced and comprehensive understanding of the target market.
- Research Design and Scoping The study began with a joint workshop between the client’s European Product Manager and 2Europe’s research team. Together, they refined the questionnaire, clarified respondent profiles, and prioritised key areas of exploration. This collaborative stage ensured that the final research framework was both relevant and strategically focused.
- Respondent Recruitment and Access Reaching the target group—kit packers and hospital procurement professionals—posed a unique challenge due to their indirect relationship with the client. 2Europe leveraged its specialist healthcare research network to identify and recruit qualified participants, ensuring accurate representation across European markets.
- Data Collection and Analysis Structured interviews and targeted surveys were conducted to capture insights into procurement criteria, supplier expectations, and product priorities. The resulting data was analysed and presented in a clear, structured format, including visual summaries and cross-tabulated datasets to support internal benchmarking.
- Reporting and Delivery The final deliverables included a comprehensive report outlining findings, insights, and recommendations. The research provided the client with an in-depth understanding of how its products were perceived and used within hospital-based kit packing systems.
Outcomes
Despite the challenges of accessing a niche respondent base, 2Europe successfully delivered actionable insights that directly influenced the client’s European product and marketing strategy. Key outcomes included:
- Strategic understanding of the kit packer market – mapping relationships between hospitals, suppliers, and intermediaries.
- Improved knowledge of decision-making processes – identifying factors influencing procurement and supplier choice.
- Refined product strategy – providing data-driven recommendations to align offerings with market expectations.
- Strengthened stakeholder alignment – helping internal teams base discussions and decisions on real customer insight.
- Positive client experience – The client praised 2Europe’s adaptability, professionalism, and commitment to quality outcomes.
Benefits to the Client
The collaboration delivered significant strategic and operational benefits for the client across its European operations:
- Clear market visibility – clarifying roles and interactions across the hospital supply chain.
- Evidence-based decision-making – supporting leadership in refining European strategy with data-driven confidence.
- Enhanced product development – aligning future innovations with the practical needs of hospitals and kit packers.
- Improved organisational learning – equipping teams with knowledge about market dynamics and customer priorities.
- Strong working relationship – reinforcing the client’s trust in 2Europe’s collaborative and flexible approach to research.
Conclusion
This research illustrates how 2Europe’s tailored, methodologically sound approach can illuminate complex B2B healthcare markets. By combining strong collaboration, methodological rigour, and adaptability, 2Europe provided the client with the clarity and evidence needed to inform its European product strategy. The project achieved its objectives despite recruitment challenges and demonstrated the value of partnership-based research in generating actionable insight. As a result, the client was able to make confident, informed strategic decisions that strengthened its position in the hospital-focused segment.
