Medical: Defining New Revenue Opportunities
Karten Design’s research informed our client’s business strategy.
Iris Diagnostics, a leading manufacturer of laboratory urine analysis instruments, was interested in expanding its reach into the hospital point of care market. In evaluating the introduction of a point-of-care urine chemistry system, Iris executives asked Karten Design to research two points: is there a market for a point of care urine analysis product, and what obstacles would need to be overcome to enter that market?
We dug deep into the urine testing work flow, conducting interviews and observational research at hospitals across the U.S. with nurses, administrators and lab workers. When we discovered that stakeholders had no interest in the product, which was incompatible with current workflow and billing procedures, Karten Design recommended suspending product development efforts. Though results were not expected, the client’s investment in design research saved the company millions of dollars that would have been invested in a solution for a problem that did not exist.