Spotlight: Why Small Can Be Mighty in Niche B2B Research

by Tristan Shook

In most product categories, large-scale qualitative or quantitative methods provide robust data for decision-making. However, when your audience is physicians, the healthcare space demands a different approach with these highly technical, low-incidence audiences.

Physicians, particularly within niche subspecialties, make conventional recruiting methods less effective. Engaging these busy professionals often requires unconventional strategies and moderators need to be well-versed in technical topics to facilitate meaningful conversations.

Despite these challenges, B2B research within niche audiences like healthcare professionals offers significant advantages. Even a smaller sample of conversations can yield valuable insights thanks to the audience's homogeneity and expertise.

Here’s an example of how W5 engaged with a niche B2B audience to uncover insights for a medical equipment manufacturer:

A global leader in medical equipment recognized lower performance in a key product category and partnered with W5 to understand how physicians currently treat a chronic condition. The primary focus explored the typical treatment journey among healthcare professionals and identified hypotheses for why alternative treatments were pursued.

Approach

W5 conducted a series of one-on-one expert interviews with physicians to understand current protocols. Interviews were conducted virtually to connect with experts more efficiently, as they’re a difficult-to-recruit audience. Topics included patient preferences, physician viewpoints, and the impact of insurance demands and Medicare reimbursement rates to capture triggers and barriers to product adoption.

Results

W5 uncovered approaches to treatment from the physician perspective, as well as challenges and barriers that potentially contribute to downward shifts in product prescriptions. Insights from expert interviews allowed the client to design content and educational resources to help physicians understand the role of the client’s product in effective treatment, as well as insight into navigating reimbursement. Research results informed near- and long-term strategic market approaches to product sales.

Struggling to connect with niche B2B audiences? Reach out today!
Want to see more of our Healthcare-specific B2B work? Check out this case study one-pager.