2Europe conducted this multi-market research for a global leader in medical technology to provide a detailed understanding of customer needs, perceptions, and purchase behaviours across key healthcare segments. The study demonstrates 2Europe’s expertise in delivering complex international research for global healthcare brands, combining rigorous quantitative and qualitative methods to produce actionable insights that guide marketing strategy, product innovation, and customer engagement.
Project Overview
The client commissioned 2Europe to undertake a multi-country market research study aimed at better understanding its customers across Europe. The company sought to strengthen its competitive positioning, optimise product offerings, and ensure that its messaging and services aligned with healthcare professionals’ evolving needs. 2Europe was selected for its proven track record in healthcare research, its ability to manage complex multi-country projects, and its commitment to delivering clear, strategic insight.
The research covered a diverse range of healthcare professionals and purchasing influencers, spanning both public and private sector markets. Through detailed data collection and analysis, 2Europe provided the client with evidence-based recommendations to inform future commercial and marketing decisions.
Project Objectives
The main goal of the research was to generate an accurate, evidence-based understanding of customer perceptions and purchasing behaviours across the client’s target markets. Specific objectives included:
- Measuring awareness and perception of the client’s product portfolio and brand versus competitors.
- Understanding key purchase drivers and barriers within the healthcare market.
- Mapping decision-making processes among clinicians, procurement professionals, and influencers.
- Identifying unmet needs and emerging opportunities across product categories.
- Providing actionable insights to inform product development, sales, and marketing strategies.
Methodology
2Europe implemented a multi-country, mixed-method research approach that combined the breadth of quantitative measurement with the depth of qualitative exploration. This ensured that both statistical and contextual insights were captured across target audiences.
- Quantitative Research
2Europe conducted large-scale online surveys across multiple European markets, targeting a diverse sample of healthcare professionals. The survey design captured detailed information on brand awareness, product usage, satisfaction, and purchase behaviours. The quantitative phase provided robust, comparable data across markets, enabling benchmarking and segmentation. - Qualitative Research
To supplement the quantitative findings, 2Europe conducted in-depth telephone interviews with key opinion leaders and procurement specialists. These interviews explored the nuances of purchasing decisions, perceptions of product value, and professional priorities influencing brand choice. - Multi-Market Coordination
2Europe’s project management team coordinated local fieldwork partners to ensure consistency and data integrity across all markets. Questionnaires were translated and adapted to local languages while maintaining methodological equivalence. Weekly progress updates ensured alignment and transparency throughout the project timeline. - Analysis and Reporting
Upon completion of data collection, 2Europe produced an integrated report synthesising both quantitative metrics and qualitative insights. Findings were presented in a clear, visual format, highlighting key trends, strategic implications, and country-specific insights. The report served as a foundation for strategic discussions within the client’s European marketing and product development teams.
Outcomes
The research delivered comprehensive insights into customer needs, market perceptions, and opportunities for the client to strengthen its position across Europe. Key outcomes included:
- Enhanced understanding of customer expectations – providing clarity on how healthcare professionals assess value and performance.
- Clear competitive benchmarking – mapping the client’s strengths and weaknesses against key rivals.
- Actionable recommendations – identifying opportunities for innovation, communication refinement, and service enhancement.
- Improved cross-market visibility – enabling the client to develop both pan-European and country-specific strategies.
- Strengthened internal collaboration – aligning marketing, product, and sales teams around a unified evidence base.
Benefits to the Client
Through its collaboration with 2Europe, the client gained strategic clarity and a deeper understanding of its markets, customers, and competitive landscape.
- Evidence-based strategy development – insights informed future marketing campaigns and product positioning.
- Reduced commercial risk – providing clear validation before key investment decisions.
- Improved customer engagement – enabling more targeted communication and relationship-building activities.
- Global-to-local integration – ensuring strategies were both globally consistent and locally relevant.
- Trusted partnership – reinforcing the client’s confidence in 2Europe as a research partner capable of delivering excellence across complex international markets.
Conclusion
This project highlights how 2Europe’s expertise in healthcare research can deliver deep, actionable insight across diverse global markets. By combining quantitative rigour with qualitative understanding, 2Europe provided the client with the evidence needed to optimise product strategies, strengthen market positioning, and deepen customer relationships. The study exemplifies how strategic research partnership can empower healthcare organisations to make informed, data-driven decisions that enhance both performance and impact.
