Pharmaceuticals

Medical Market Research for Technology-Enabled Pharmaceutical Innovation

Pharmaceutical markets are increasingly shaped by the technologies that surround and support drug therapies, from drug delivery systems and companion diagnostics to digital platforms, AI-enabled decision support, and wearable monitoring. As pharma moves toward more personalised, connected, and outcomes-driven models of care, manufacturers need a clear, evidence-based understanding of how healthcare systems evaluate the full therapy ecosystem, not just the molecule.

At IDR Medical, we are a specialist pharmaceutical market research agency for medical technologies and digital health, helping pharma and healthcare technology companies turn insight into confident commercial decisions. Our work goes beyond traditional brand or perception research — we quantify what clinicians, patients, and healthcare organisations truly value in technology-enabled therapy solutions and translate this into clear guidance for product, positioning, pricing, and go-to-market strategy.

How We Support Pharmaceutical Technology Strategy With Market Research

Unmet Need Analysis

We engage with clinicians, patients, digital health teams, and payer and procurement stakeholders to identify where real clinical, operational, and care-pathway challenges exist, especially where technology can enhance therapy outcomes, adherence, and efficiency.

Concept Testing and Value Validation

 From connected drug delivery devices and companion diagnostics to digital therapeutics, AI platforms, and wearable monitoring, we test early-stage technology concepts with your target stakeholders. Our research quantifies perceived value, feature prioritisation, and likelihood of adoption, enabling smarter, lower-risk innovation decisions. 

Market Assessment and Opportunity Sizing

We provide independent, data-driven evaluations of technology-enabled pharmaceutical markets. This includes market sizing, competitive analysis, customer segmentation, and adoption modelling, helping you prioritise the right technology investments and partnership strategies.

Value Proposition Development

We help you define and refine the benefits that matter most to your customers — and validate them through research. This ensures your technology positioning resonates with clinicians, patients, and healthcare decision-makers.

Pricing and Commercial Strategy

Using advanced techniques such as conjoint analysis, Gabor-Granger, and Van Westendorp, we help you understand how price, performance, and value interact in technology-enabled pharmaceutical solutions. This enables evidence-based pricing strategies aligned with how devices, diagnostics, and digital tools are actually evaluated and reimbursed.

Frequently Asked Questions

1.  What does IDR Medical do for pharmaceutical companies?
We support pharma companies with market research focused on the technologies that sit alongside modern therapies, including drug delivery devices, companion diagnostics, digital platforms, and connected care solutions.

2. Is this traditional pharmaceutical brand research?
No. Our work focuses on the medical devices, diagnostics, and digital technologies that enable, differentiate, and extend pharmaceutical therapies, not on brand tracking or promotional research.

3. Does IDR Medical support pricing for pharma technologies?
Yes. We support pricing and value strategy for drug delivery systems, diagnostics, digital tools, and other therapy-enabling technologies using advanced quantitative and qualitative research methods.

4. Which stakeholders do you typically research?
We work with clinicians, patients, digital health teams, procurement, payers, and healthcare administrators, reflecting how technology-enabled therapies are actually evaluated and adopted.

5. When should pharma companies engage IDR Medical?
The earlier the better. Engaging during technology and companion solution development ensures investments are aligned with real-world needs and commercial realities.