Voice of the Surgeon & Market Adoption Assessment

Evaluation of Customer Preferences and Market Dynamics in Orthopedic Surgical Devices

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Situation

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Our client sought to better understand market demand, surgeon preferences, and barriers influencing the use of surgical devices and technologies within orthopedic procedures.

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Objective

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The objective was to evaluate key adoption barriers, customer priorities, and market dynamics among surgeons and healthcare stakeholders. The study also explored perceptions of current procedural approaches and gathered insights to help inform future product, commercial, and go-to-market strategies.

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Our Work

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10EQS interviewed orthopedic surgeons and healthcare stakeholders across North America and Europe to assess procedural preferences, current technology and device usage, competitive perceptions, and barriers impacting market uptake.

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Project team:

• Ex-McKinsey Management Consultant with extensive medical industry & product strategy experience
• Ex-EY Management Consultant with extensive go-to-market & healthcare industry experience
• 10EQS Delivery Operations (=PMO) providing quality assurance, process management and expert recruitment.
• 15 industry experts

Industry experts (excerpt):

• Orthopedic Surgeon – Large Health System (US)
• Surgery of the Hand & Upper Extremity, Orthopedic Surgery – Ambulatory Surgery Center (US)
• Clinical Fellow – Leading Academic Medical Center (Canada)
• GP, Minor Surgery – Family Medicine Practice (UK)
• Consultant Orthopedic Surgeon & Clinical Director – Large Health System (UK)

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Results

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10EQS delivered actionable recommendations on product positioning, workflow improvements, and future commercial strategy considerations. The research revealed that familiarity, workflow efficiency, and training exposure were among the most significant drivers shaping customer preferences and long-term market behavior.

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