A leading healthcare IT company hired TBRC to conduct a competitive analysis of three smaller competitors that were gaining market share. TBRC performed primary research through interviews and secondary research to analyze each competitor's operations, sales, R&D spending, products, pricing, and customer feedback. TBRC delivered a comprehensive report on each competitor that helped the client identify strategic areas they were unaware of, such as lower prices and discounts, and more responsive customer service at smaller companies.

1. The Business Research Company
Technology Case Studies

2. Case Study -Competitive Analysis for an Healthcare IT Company
A leading software technology company offering
Healthcare Information Systems (HIS) wanted to
understand why it was losing market share to a number
of smaller competitors.
Specifically it wanted to know the following for three HIS
providers
 Operations set up
 Sales by product
 Research and Development spend and focus
 Products launched and upgraded, technical
specifications
 End user feedback/ market attitude
 Pricing benchmarks
REQUIREMENT
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3. Case Study -Competitive Analysis for an Healthcare IT Company
A detailed presentation in PowerPoint on each provider
included:
 Operations centers, geographies, staff
 Revenues split by geography and service line
(estimated)
 Products and services on offer and in pipeline
 Research & Development – spend (global and
regional) and focus areas (estimated)
 Customer feedback on products
 Social media response
 Approximate pricing benchmarks,
 Price/value perception of clients
SOLUTION
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4. Case Study -Competitive Analysis for an Healthcare IT Company
TBRC conducted research on each provider through:-
 Primary research (5+ interviews with senior
employees; 5+ interviews with customer hospitals)
 Secondary research (company websites, journals
and presentations)
 Social Media monitoring – monitoring comments
on consumer discussion forums and professional
networking sites
 Delivery of a comprehensive report on the
competitor and the threat it posed to the clientMETHODOLOGY
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5. Case Study -Competitive Analysis for an Healthcare IT Company
• The report on the operations of the providers helped
the client to shape its strategic response.
• Primary research revealed a range of important
strategic information the client had not been aware of,
including:
 Lower than expected price points and higher
discounts
 Customer perceptions that the smaller companies
were more responsive
 Technology development focus areas of the
providers
CLIENT BENEFITS AND
FEEDBACK
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6. DISCLAIMER
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