Case Study
Understanding market dynamics for Eko Health's digital stethoscope
Eko Health, an innovative medical device company specializing in AI-powered digital stethoscopes, engaged Bixa to conduct a comprehensive healthcare market research study. The goal? To provide data-driven recommendations to guide Eko’s product strategy, pricing models, and messaging. Using a mixed-method approach combining quantitative and qualitative data, the research aligned both consumer and enterprise healthcare needs.
By uncovering actionable insights on customer perceptions, key features, and pricing, we enabled Eko to refine its product development and strengthen its market positioning, ultimately empowering them to stand out in the competitive AI healthcare technology market.
The challenge
To guide Eko Health’s strategy, the research focused on uncovering the following:
Perceptions of Eko’s digital stethoscope and software through a quantitative survey
Feature prioritization across diverse customer demographics
Optimal subscription pricing for both consumer and enterprise segments
Psychographic personas to inform customer segmentation strategies
Decision-making criteria used by large healthcare systems when evaluating AI-integrated medical devices
Trust signals for AI-powered healthcare tools from both clinicians and administrators
Our approach
Our research combined large-scale quantitative analysis with deep qualitative insights to guide Eko Health’s product strategy:
Quantitative survey + pricing analysis: We surveyed 613 Eko Health customers to uncover targeting opportunities, product preferences, and willingness to pay for subscription models. Responses were analyzed to identify patterns across both consumer and enterprise healthcare segments.
MaxDiff feature prioritization: Using advanced statistical modeling, we pinpointed the most valued product features for specific customer groups, revealing clear priorities for development and messaging.
In-depth qualitative interviews: We conducted one-on-one discussions with cardiologists and hospital administrators to explore purchase drivers, trust signals for AI-powered healthcare tools, and institutional considerations for adopting new medical devices.
What we accomplished
Feature-led product innovation
Our feature prioritization insights identified the most valued capabilities for each demographic group, guiding product development toward the features that matter most.
Precision pricing strategy
By mapping willingness to pay across personal and enterprise customers, we built a pricing model that maximizes adoption while strengthening revenue potential.
Marketing optimization through data
Detailed psychographic personas provided a blueprint for precise targeting while cross-tab insights revealed connections between demographics and preferences, arming marketing teams with data-driven strategies to reach the right audiences with the right messages.
A peek behind the curtain
Psychographic personas Informing customer segmentation strategies
Highlighted tools & techniques
Quantitative surveys
A large-scale survey with your precise audience puts real numbers behind what you’re hearing or suspecting—providing reliable data to validate assumptions, size opportunities, and make confident decisions.
In-depth interviews
One-on-one conversations with target customers, led by senior researchers, that go beyond surface-level answers to uncover the motivations, needs, experiences, and decision-making behind what people do. Our flexible format lets us probe into unexpected insights in real time, revealing the “why” behind customer behavior that surveys alone can’t capture.
MaxDiff analysis
This advanced survey method is used to product features, brand messaging, benefits, or other competing ideas. By forcing respondents to make choices, it avoids the “everything is important” finding and creates a clear hierarchy of what matters most (and least).
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