Presented by Tico Blumenthal, Global Customer Insights Manager, Medtronic
at Qualitative360 Asia 2013
19-21 November 2013, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
3. Great Wall, Great Reward
Finding design-actionable insights for Medical Devices in China
November 21st, 2013
Tico Blumenthal
Global Customer Insights Manager
Medtronic Shanghai Innovation Center
Prepared for
6. Why Qualitative in China?
Online has some
challenges
V. Unlikely
Scales have translation
and regional issues
China is an insider’s
country
Sl. Unlikely
Neutral
Sl. Likely
V. Likely
7. Why Qual for Medtronic
What SHOULD be done?
What IS done?
8. Medical Qual is fun, meaningful & difficult
Context
Market
Technical
Clinical
9. The Great Qual Wall
Cultural pre-disposition
to start from mistrust
High-complexity
environment
Format is not familiar or
comfortable
Insider’s society
(relationship)
Family
Relations
2o Relations
Chinese Society
Less concerning
May give ‘face’ to physician to have a
foreign visitor
Uncertain social status
Outside of social circle – less messy
Foreigners
More concerning
Maybe a journalist Very visible
Uncertain relationship
Old feelings re: foreigners
16. Examples of medical innovations
driven by qual insights
• RestoreSensorTM neurostimulator
• AccuveinTM venous access aid
• Novocath IV
17. A few learnings for practitioners
• Partner with good ground-level recruiters – the channel of
introduction matters! Being blinded is a double-edged sword.
• Start from the top, or risk challenging the hierarchy
• Require translation pre-tests
• Directness will often harm your inquiry if the topic is sensitive
• Abstract questions don’t test well – prototypes are better
• Hang on to articulate respondents – they are precious