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OCTRI + OBI's Virtual Lunch & Learn: Market Research Deep Dive



When we talk about market research, we seek to understand our customer’s needs or preferences to better frame our product or customer acquisition activities. In healthcare, however, the simple question “who’s your customer” is oftentimes not as simple as it may seem. Is it the patient that received benefit from your product? The physician that prescribed or used your product? The payer that paid for your product?

In this session, we’ll explore the complexities of selling into the US health system and discuss the role of a customer, a user, and a buyer. One is not necessarily more important than the other, but it’s critical to understand the difference. Let's do a deep dive to find out.

About the Speaker: Michael McGarry

Mr. McGarry is the Founder and President of Forvida, a customer-focused consulting firm passionate about developing health solutions that engage individuals and make health an everyday event. He launched Forvida in 2015 with over 20 years of experience in the health care industry developing innovative programs and medical devices from prototype through FDA approval within small start-up organizations and Fortune 500 medical companies.