However, the healthcare industry is heavily regulated, making research often a complex task. This guide aims to provide a structured framework to simplify this process, offering actionable steps for businesses of all sizes. 

Before Your Research Begins

Conducting successful market research relies on two factors that need to be set before you ever put pen to paper: setting a clear purpose and winning executive buy-in. If you want your research to be goal-oriented and actionable, you have to clearly define what you want to achieve; and doing so by involving key decision-makers will ensure that your hard work will lead to tangible improvements instead of ending up in a forgotten filing cabinet.

That said, if you are about to conduct a thorough healthcare market research, you will want to follow these general steps to help you along the process:

• Executive summary
• Research methodology
• Market overview
• Market segmentation
• Competitive analysis
• Consumer insights
• Technological trends
• Market opportunities
• Challenges and risks
• Forecast and future trends
• Conclusions 

Obviously, the steps above may vary depending on the specific topic of your research. For instance, a pharmaceutical company launching a new drug will go through a different research process than a healthcare provider seeking to improve patient satisfaction.

Step-by-step Healthcare Market Research Guide

1. Executive Summary

The executive summary is the cornerstone of your market research report. It provides a condensed overview of the entire document, highlighting key findings and recommendations. You want to keep it brief, as the name suggests, but you definitely want it to be comprehensive enough to give readers a clear understanding of the research’s purpose, scope, and implications.

Key components include:

• Objective: clearly state the purpose of the research. What problem are you trying to solve? What do you aim to achieve? For example: “To identify potential market gaps for a new telemedicine service targeting chronic disease management.” 
• Key Findings: summarize the most critical insights derived from the research, and quantify findings whenever possible to add credibility. For example, “Market research indicates a 25% increase in telehealth usage among patients aged 65 and older in the past year.”
• Recommendations: Make sure to provide clear and actionable suggestions based on your findings, and prioritize them based on their potential impact–but also ensure your recommendations align with the research objectives.

2. Research Methodology

The research methodology section outlines the specific approaches you used to gather and analyze data. A well-defined methodology serves to ultimately ensure the credibility and reliability of your research findings.

• Data Sources
  • Primary data is information collected directly from the source. This includes things like surveys, interviews, focus groups, observational studies, and experiments.
  • Secondary data is information gathered from existing sources. Things like industry reports, government statistics, databases, location intelligence solutions, and academic research.
• Research Methods
  • Qualitative research explores and understands underlying reasons, opinions, and motivations and is often conducted in the context of in-depth interviews, focus groups, case studies, and ethnography.
  • Quantitative research, on the other hand, involves collecting and analyzing numerical data that is usually gathered from surveys, experiments, observational studies with numerical data, and statistical analysis.
  • Mixed methods combine both qualitative and quantitative approaches to gain a comprehensive understanding.  Location intelligence software like Maptive can be helpful at this stage, depending on the subject and scope of your research.
• Sample Size and Demographics
  • Sample size is the number of participants or data points included in your research.
  • Demographics defines the characteristics of your target market (age, gender, location, income, etc.).
  • Selection criteria are the guidelines for choosing participants or data points–through this selection you can ensure the sample is representative of the target population.

3. Market Overview

The market overview section should provide a comprehensive understanding of the healthcare industry–or the specific sub-sector you want to highlight. It is meant to serve as the foundation for your insights and strategic decision-making.

• Industry Description
  • Define the healthcare industry and identify key sectors: delineate your segment of choice within the healthcare industry (e.g., pharmaceuticals, medical devices, healthcare IT, hospitals, clinics, etc.).
  • Analyze industry structure: describe competitors, including the number of players, market concentration, and distribution channels.
• Market Size
  • Estimate overall and segment market size: break down the healthcare market into smaller segments based on factors such as geography, product/service type, or customer demographics.
  • Utilize reliable data sources: use reputable industry reports, government statistics, and market research firms to obtain accurate data.
• Growth Trends
  • Analyze historical data: take a look at past market performance to identify growth patterns and trends.
  • Identify growth drivers: determine the factors contributing to market growth (e.g., population demographics, technological advancements, economic conditions).
  • Forecast future growth: at this point you’ll need to make some assumptions to make an educated guess and project market size and growth rates based on trends you’ve identified.
• Regulatory Environment
  • Summarize key regulations: outline the major laws and policies impacting the healthcare industry overall or your specific sector.
  • Assess regulatory impact: consider how regulations influence market dynamics, competition, and business operations.
  • Identify potential regulatory changes: monitor regulations for upcoming changes that may affect the market.

4. Market Segmentation

The market segmentation portion of your research involves dividing the broad market into smaller, distinct groups based on shared characteristics–a process that allows for a more targeted and effective marketing approach.

• Segmentation Criteria
  • Identify relevant variables: determine what factors differentiate your customer segments (e.g., demographics, geographic, psychographic, behavioral).
  • Create segmentation profiles: create detailed descriptions of each segment, including key characteristics and behaviors. 
• Segment Analysis
  • Evaluate segment size: determine the number of customers within each of the segments you’ve defined.
  • Assess segment growth potential: make an educated guess about the growth prospects of each segment based on market trends and industry forecasts.
  • Identify segment needs and preferences: why do the customers in each segment behave a certain way? What do they want or need?
  • Analyze segment profitability: estimate the potential profitability of each segment based on revenue and cost factors.

5. Competitive Analysis

Competitive analysis can be carried out using a number of well-established frameworks: a SWOT analysis will have you assessing the strengths, weaknesses, opportunities, and threats of your competitors; a PEST analysis considers the political, economic, social, and technological factors that may be affecting your industry; a Strategic Group Analysis lumps competitors into categories based on characteristics, market share, products, or services, and then plots those groups on a graph or chart.

Whichever framework you decide to use, a competitive analysis will help you understand your position in the market and identify potential areas for differentiation.

• Key Competitors
  • Identify primary competitors: who are the main players in your target market? Location intelligence tools like Maptive can be vital in uncovering competitor penetration in certain areas or their the geographic distribution nationwide.
  • Assess market share: estimate or research the market share of key competitors.
  • Profile competitor strengths: take an in-depth look at the core competencies and advantages of each competitor.
• Choose a Competitive Analysis Framework
  • Conduct an analysis for each competitor based on the system you’ve selected.
  • Identify competitive gaps: determine areas where competitors are lacking or where there are opportunities for differentiation.
  • Assess competitive intensity: evaluate the overall level of competition in the market.
• Competitive Strategies
  • Analyze competitor strategies: understand the strategic approaches of key competitors (e.g., cost leadership, differentiation, focus).
  • Identify competitive advantages: how are your competitors creating value for their customers?
  • Assess competitive response: how would your competitors react to changes in the market or your own strategies?

6. Consumer Insights

Understanding your target audience is key for developing effective marketing strategies. Consumer insights provide valuable information about patient needs, preferences, and behaviors.

• Patient Demographics
  • Identify key demographic segments: define the characteristics of your target population (age, gender, income, education, location, etc.). 
  • Analyze population trends: understand demographic shifts and their impact on the healthcare market.
  • Create patient profiles: create detailed profiles of different patient segments to tailor marketing efforts. Depending on the purposes of your research, this stage is when you might develop “personas.”
• Patient Behavior
  • Study patient journeys: map out the steps patients take when seeking healthcare services.
  • Analyze patient decision-making: understand the factors influencing your patients’ choices and preferences.
  • Identify patient touchpoints: determine the points of interaction between patients and your organization.
• Patient Needs and Preferences
  • Conduct needs assessments: are your patients getting everything they hoped for or do they have unmet needs?
  • Explore patient preferences: understand what patients value in healthcare services and products; often enough the quality of care and bedside manners of your providers play a huge role.
  • Analyze patient feedback: gather and analyze patient feedback to identify areas for improvement.

7. Technological Trends

Technology is changing healthcare at lightning speed, with new tools and discoveries popping up all the time. It’s important to keep an eye on these trends because they can uncover amazing opportunities or foretell challenges.

• Emerging Technologies
  • Identify key technologies: consider how new tech could disrupt the healthcare market (e.g., artificial intelligence, telemedicine, wearable devices, genomics).
  • Assess technology maturity: how far along are the development and adoption of each new tech?
  • Analyze technology impact: determine the potential impact of these technologies on healthcare delivery, patient care, and business models.
• Impact on Market
  • Evaluate technology adoption rates: how quickly are these new technologies being adopted by healthcare providers and consumers?
  • Identify market opportunities: explore new business models and revenue streams enabled by emerging technologies.
  • Assess the competition: how are competitors leveraging technology to gain a competitive advantage?
  • Anticipate challenges: identify potential obstacles to technology adoption and implementation.

8. Market Opportunities

Spotting opportunities is like finding gold in the healthcare market. Uncovering market opportunities is all about seeing what others might miss. 

• New Market Entrants: are there underserved populations or geographic areas that your business could tap into? Consider how you could be offering services or products that no one else is providing.
• Product/Service Innovations: can you improve existing offerings or create something completely new? Look for ways to solve unmet patient needs or enhance treatments.
• Partnerships and Collaborations: teaming up with other healthcare providers or technology companies can open doors to new markets and resources. Consider strategic alliances that complement your business.

9. Challenges and Risks

The healthcare industry is not without its hurdles. Understanding the challenges and risks can help you develop strategies to overcome them.

• Market Challenges: consider the obstacles that affect the entire industry. Think of things like rising costs, strict regulations, and intense competition.
• Risk Factors: what are the potential threats to your specific business? This could include anything from economic downturns, changes in consumer behavior, or cybersecurity breaches.

10. Forecast and Future Trends

Forecasting is not always an exact art, but it helps you anticipate what may lie ahead. By understanding future trends, you can position your business for growth.

• Market Projections: take into account everything you have researched so far to estimate future market size, growth rates, and market share.
• Identify key trends: analyze emerging trends that will shape the industry (e.g., value-based care, personalized medicine, digital health).
• Analyze potential disruptions: assess how disruptive technologies or market shifts could impact your business.
• Develop scenario planning: create different potential future scenarios to help you prepare for various outcomes.

11. Conclusions

The final step is to synthesize your findings and provide actionable recommendations. By doing so, you can effectively communicate the value of your market research and guide decision-making.

• Summarize key findings: condense the most important insights from your research.
• Highlight key implications: discuss the significance of the findings for the healthcare industry and your organization.
• Provide actionable recommendations: offer specific suggestions based on the research results.
• Identify next steps: outline potential areas for further research or analysis.

12. Appendices

Appendices usually provide supplementary information that supports the main body of the report. They contain the essential tools and resources that helped you build your conclusions, and they may be useful to others i your organization for reference or future research.

• Additional Data: include detailed data, calculations, or statistical analyses that are relevant but too extensive for the main text. This could include things like survey questionnaires, raw data tables, and detailed statistical outputs.
• Supporting Visuals: provide additional charts, graphs, or images that complement the information presented in the report. You can do that through detailed market share charts, geographic distribution maps, or product comparison tables.
• References: list all sources cited in the report, following a consistent citation style (e.g., APA, MLA, Chicago).

13. Leveraging Location Intelligence for Healthcare Market Research

Using location intelligence tools can greatly help your research by visualizing data that is otherwise tricky to understand and explain. Maptive in particular can be a powerful ally for analyzing geographic data in your healthcare market research as it can help you gain valuable insights into market trends, customer behavior, and competitive analysis.

You can use Maptive for many different aspects of your research:

• Gather Demographic Data: collect and map patient demographics to identify population trends and hotspots.
• Map Customer Locations: visualize customer distribution to understand market penetration and identify underserved areas.
• Overlay Demographic Data: combine demographic data with customer locations to identify correlations and opportunities.
• Analyze Demographic Patterns: use Maptive’s analysis tools to understand how demographics influence healthcare utilization.
• Identify Gaps in Healthcare Services: identify areas with limited access to healthcare services to optimize resource allocation.
• Conduct Spatial Analysis: analyze geographic patterns of disease prevalence, healthcare spending, and other relevant factors.
• Create Interactive Maps: develop visually appealing maps to communicate insights to stakeholders.

With Maptive you can enhance your market research capabilities and create impactful visualizations to make your findings stand out. Ready to unlock the power of geographic data? Start your free Maptive trial today and take your market research to the next level.

Brad Crisp

Brad Crisp is the CEO at Maptive.com, based in Denver, CO and born in San Francisco, CA. He has extensive experience in Business Mapping, GIS, Data Visualization, Mapping Data Analytics and all forms of software development. His career includes Software Development and Venture Capital dating back to 1998 at businesses like Maptive, GlobalMojo (now Giving Assistant), KPG Ventures, Loopnet, NextCard, and Banking.

www.maptive.com/

The post Complete Guide to Conducting Healthcare Market Research appeared first on Maptive.

Their work involves collecting, analyzing, and visualizing spatial data to offer insights and aid in decision-making. GIS consultants are employed in a wide range of industries, such as government, urban planning, transportation, and environmental management.

Job Overview

The field of GIS consulting is experiencing strong growth, with a projected 9% increase in jobs from 2018 to 2028, according to Zippia. This translates to roughly 56,000 new positions expected over the next decade. This positive outlook is reflected in salaries as well, with GIS consultants seeing a 10% increase in compensation over the past five years. Currently, the average GIS consultant earns $94,013 annually.

Contrary to the common myth that GIS consultants spend most of their time in the field collecting data, the reality is that much of their work is computer-based. They primarily focus on analyzing data, creating maps, and communicating with clients. While some fieldwork may be involved, particularly in industries like forestry or environmental protection, GIS consultants often rely on data collected by others.

While every organization might have its own unique set of requirements and job responsibilities associated with a GIS consultant role, but generally speaking, this is what you can expect:

• Key Responsibilities

• • Collecting and analyzing spatial data to identify patterns and trends
  • Designing digital maps using geographic and other data sources
  • Developing mapping applications and tools
  • Managing a digital library of geographic maps in various formats
  • Conducting data analysis and creating specialized maps to support decision-making
  • Producing high-quality code deliverables and leading validation for testing
  • Communicating geographic trends and analysis findings to clients

• Required Skills

• • Proficiency with GIS software
  • Strong data analysis and problem-solving abilities
  • Expertise in manipulating complex databases and performing spatial analysis
  • Programming skills in languages such as Python, SQL, and JavaScript
  • Excellent written and verbal communication skills for explaining findings to clients
  • Attention to detail and strong organizational skills

• Education and Experience

• • Bachelor’s degree in GIS, computer science, engineering, or a related field
  • 3-5 years of experience in managing and analyzing GIS data
  • A Master’s degree in GIS or a related field is preferred for some roles
  • GISP (GIS Professional) certification is an advantage in some cases

Why Are GIS Jobs in Demand?

GIS jobs are in high demand for several reasons, the most influential being the growing reliance on data for decision-making–especially given that much of that data includes a spatial component. As GIS consultants are able to analyze spatial data, they have become essential in providing insights that businesses can rely on for strategic direction. For instance, a retail company might use GIS professionals to determine the locations of their customers and strategically target their advertising efforts.

On the public side of the spectrum, governments are increasingly investing in GIS technology to enhance infrastructure, manage resources, and monitor environmental changes. Their investment has created a higher demand for GIS professionals to work on key public projects, analyzing spatial data and providing insights that guide public spending and conservation projects, especially when dealing with increased risk or natural disasters. Plus, GIS consultants can also help agencies comply with relevant regulations.

The tech sector has also been expanding its footprint on software, apps, and plugins that rely on geolocation–just think of everything from delivery apps and ride-sharing services to location-based games and even fitness trackers. GIS consultants can help guide the creation of these custom tools to address specific needs or these evolving technologies.

Overall, working with GIS technology is an exciting and dynamic field with the potential to make a positive impact on the world. If you’re struggling to understand just how varied jobs in GIS might be, this Reddit thread might give you some ideas, spanning from someone who helped NASA decide where to land the Mars rovers to ensure a safe landing; to a GIS consultant for a vineyard who analyzed soils, temperature, nutrients, yield, and microclimates; to someone who used their GIS skills to scan old Soviet maps of landmined areas and documenting what areas their teams had cleared of mines so they could be farmed.

Real Life GIS Scenarios

To work as a GIS consultant means leveraging spatial data, analysis, and modeling to help organizations across industries make data-driven decisions, optimize operations, and solve complex geographic problems. All industries, from transportation to utilities to natural resources and technlogy employ GIS consultants to solve complex geographic problems:

Automating Workflows for Processing GPS Data

Terralab GIS, a geospatial consultancy, assisted a client needing detailed data collection on infrastructure features and path quality/type for a specific city. The client initially faced challenges due to manual data handling and a poorly designed database. 

A GIS consultant worked closely with the client to develop a standardized schema for their data. They efficiently transferred existing data into a new database and created automated processing models to clean, organize, and generate final products from the field data. This streamlined approach reduced the overall project delivery time by 30% and cut processing costs by 70%.

Identifying Conservation Opportunities Using Threatened Species Data

The same agency was also tasked with developing a conservation plan for a site using spatial analysis of threatened species data. They gathered and consolidated spatial data on the threatened species into a geodatabase, identified key ecological variables, and obtained relevant spatial layers. 

Using this data, they performed spatial analysis to create species preference models, which were then combined and weighted to produce a comprehensive conservation model. The results were compared with existing vegetation to pinpoint priority conservation areas and locations needing improvement. The final plan included a series of raster and vector layers, which were published in maps and accompanied by a report interpreting the findings.

Developing a Delivery App

Riseup Labs, another agency offering GIS services, built an eCommerce platform to buy food and other household necessities using a web and mobile-based shopping service–a vry convenient way for busy families to get groceries, but also an essential service for the elderly and others with limited mobility or a lack of transportation. 

Part of the challenge for this project was building their delivery app and the backend for Red Grocer, which required GIS work to allow users to track the location of their product using real-time GPS, which is one of the essential features of the delivery app.

Mapping Customer Locations and Optimizing Vehicle Routes

GIS consultants use cloud-based platforms like Maptive to optimize delivery routes and analyze customer distribution patterns. This helps businesses identify ideal store locations, ensure convenient access for customers, and plan delivery schedules that minimize travel time and fuel costs.

GIS professionals can also streamline operations by optimizing delivery routes through data-driven analysis, minimizing travel time and fuel costs while reducing emissions. This approach not only improves efficiency but also supports environmental sustainability goals. 

Assessing Connectivity Between Potential Habitat Patches

An intriguing case study from GIS in ecology illustrates how a GIS consultant employed spatial analysis to evaluate habitat connectivity among potential lynx patches in Scotland. This analysis was pivotal in assessing Scotland’s ability to sustain a viable lynx population in the event of reintroduction.

Another project examined the cetacean community around St. Helena Island, using GIS to map the distribution of cetacean species in the eastern tropical Atlantic, with the aim of supporting local conservation and management efforts. Although the project did not entail intricate GIS analysis, it exemplifies a common use of GIS: plotting data and generating maps for inclusion in publications, reports, and presentations.

Modeling Scenarios for Renewable Energy and Green Infrastructure

GIS consultants are instrumental in tackling the energy crisis through their expertise in renewable energy, green infrastructure, and sustainable development. 

They can leverage spatial analysis and real-time data to model scenarios and optimize site selection so that large infrastructure projects like wind farms can be planned through data-driven decision-making. 

By identifying optimal project sites across wind, solar, and geothermal sectors, GIS consultants play a key role in expanding the footprint of the renewable energy sector, helping safeguard ecosystems, and alleviating the environmental crisis.

Becoming a GIS Consultant

If you are passionate about using data to solve real-world problems, becoming a GIS professional can be an great career path. Whether you are planning your future career path as a young graduate, or already have some work experience and want to switch careers, entering the GIS field requires a few key elements.

Education

• GIS Degree: A bachelor’s degree in Geography, Environmental Science, or a related field with a strong focus on GIS is a great starting point. These programs will provide a solid foundation in geospatial concepts, data analysis, and GIS software.
• Focus Areas: Look for programs that offer coursework in cartography, remote sensing, spatial statistics, and GIS programming languages like Python. Many universities also offer GIS certificates or minors that can supplement a non-GIS degree.
• GISP Certification: Consider pursuing the Certified GIS Professional (GISP) designation. This demonstrates your commitment to the field and validates your knowledge and skills.
• Consider a master’s degree or graduate certificate in GIS for more advanced positions

Gain Relevant Experience

Building a strong foundation in GIS experience is key to becoming a successful consultant. Here are some ways to gain valuable skills and showcase your abilities:

• Get hands-on experience: Look for internships or entry-level GIS positions. This is your chance to dive into real-world projects and develop practical skills in data management, analysis, and map creation.
• Master the tools: Become proficient with popular GIS software. Many companies offer free trials or online tutorials to help you get started. For example, Maptive is a user-friendly platform ideal for gaining experience with route optimization and location intelligence for small to medium-sized businesses.
• Practice makes perfect: Gain experience managing and analyzing GIS data. Practice creating clear and informative maps, and performing spatial analyses to extract valuable insights.
• Find your niche: Explore different areas within GIS and consider developing a specialty.  This could involve focusing on a specific industry (e.g., environmental consulting) or a particular type of GIS application (e.g., remote sensing analysis).
• Showcase your work: Build a portfolio that highlights your best GIS projects and demonstrates your skills.
• Network and stay connected: Connect with other GIS professionals through online platforms and industry events. This is a great way to learn from others, stay up-to-date on industry trends, and build valuable relationships.
• Consider freelance work: Starting as a GIS freelancer can be a great way to gain consulting experience while building your portfolio and client base.
• Develop “soft” skills: Consulting success goes beyond technical expertise. Hone your communication skills to explain complex GIS concepts clearly to diverse audiences. Learn how to write compelling proposals and estimates, and develop strong project management skills to deliver results on time and within budget.

Transferrable Skills for Career Changers

If you’re coming from a different field, don’t worry! Many transferable skills can be valuable assets in a GIS career, including:

• Data Analysis: Experience working with data in any field is a plus. You’ll already have a strong understanding of data analysis principles and how to interpret results.
• Problem-Solving: The ability to identify problems, analyze data, and develop solutions is essential for any GIS consultant.
• Communication: Regardless of your background, honing your communication skills is crucial for success as a GIS consultant. You’ll need to be able to explain complex geospatial concepts to clients from diverse backgrounds and translate technical data into clear and actionable insights.

Building Your GIS Skillset

• GIS Software: Learn popular GIS software programs like Maptive, Esri ArcGIS, QGIS, and MapInfo Pro. Many of these companies offer free trials or online tutorials.
• Coding Skills: While not always mandatory, proficiency in coding languages like Python can give you a significant edge in the job market. Python is widely used in GIS for data analysis, automation, and scripting.
• Industry Experience: Look for internship or volunteer opportunities with environmental organizations, government agencies, or GIS consulting firms. This will give you practical experience working with GIS and applying it to real-world projects.

By following these steps and leveraging your existing skills, you can position yourself for a rewarding career as a GIS consultant and make a real difference in addressing the energy crisis through sustainable practices.

Conclusion

Becoming a GIS consultant offers a dynamic and impactful career path, leveraging geographic information systems to solve real-world problems across various industries.  

If you want to get started, Maptive is a user-friendly platform that allows you to begin learning GIS and build valuable mapping experience.  Explore spatial data, create maps, and gain hands-on practice to see if a GIS career is right for you.  

Try Maptive today and unlock the power of GIS!

Brad Crisp

Brad Crisp is the CEO at Maptive.com, based in Denver, CO and born in San Francisco, CA. He has extensive experience in Business Mapping, GIS, Data Visualization, Mapping Data Analytics and all forms of software development. His career includes Software Development and Venture Capital dating back to 1998 at businesses like Maptive, GlobalMojo (now Giving Assistant), KPG Ventures, Loopnet, NextCard, and Banking.

www.maptive.com/

The post What is a GIS Consultant & How to Become One appeared first on Maptive.