Healthcare is one of the most competitive industries in the world. And on top of that, they face constant pressure to grow, innovate, and adapt to changing patient expectations.
To adapt quickly, competitors are launching new products, expanding into fresh markets, and investing heavily in technology.
But, without a clear view of these moves, decision-makers risk falling behind or investing in strategies that fail to deliver.
Competitive intelligence (CI) fills that gap. By studying how rivals position themselves, what customers say about them, and where they are investing, healthcare companies can uncover opportunities and make confident, data-driven decisions.
The healthcare industry is shaped by constant change. Regulations shift, patient needs evolve, and digital health solutions push the pace of competition.
For leaders in strategy, marketing, or product development, making choices without reliable data can lead to costly missteps.
In fact, our healthcare market research company has seen brands lose market share because they assumed patients were satisfied with current offerings when in reality competitors were testing innovative care models.
Others overspent on digital advertising campaigns that never connected with audiences because they had not studied how competitors were positioning their brands. These issues are avoidable with the right data.
In short, competitive intelligence provides healthcare companies with insights such as:
When it comes to healthcare marketing, getting your message right is critical. Here’s how to test healthcare ads before you launch.
Competitive intelligence is most effective when it moves beyond a surface-level list of competitors. The goal is to understand what they are doing, why they are doing it, and how it impacts your strategy. Depending on your objectives, here are some areas worth exploring:
Knowing where competitors are gaining or losing ground can reveal opportunities for expansion. If a rival is pulling back from a particular service line, that may be an opening for you to capture patients.
From wearable technology to new surgical procedures, innovations can reshape markets quickly. Whether measuring the appeal of a new healthcare product or tracking it after it launches, brands can anticipate where patient expectations are heading.
Pricing in healthcare is often complex. Studying how competitors position their value provides insight into how your brand can better communicate cost, quality, and outcomes.
For example, we once conducted a hybrid research project combining focus groups and an online survey to test pricing for a new direct-to-consumer service. The results gave the organization clear guidance on what patients considered fair and how to position the offering competitively. More on that story, here.
Insights like these help healthcare brands avoid trial-and-error approaches and strengthen their overall strategy.
Patient surveys, online reviews, and social media analysis reveal how patients perceive competitors compared to you. If feedback shows frustration with scheduling at another provider, that is your chance to position your brand as more accessible.
In fact, 94% of patients use online reviews to evaluate providers before choosing care, which means sentiment data can directly influence where patients decide to go.
Understanding how competitors are perceived gives your organization the insight it needs to refine service delivery and highlight areas where you offer a better experience.
Mergers, acquisitions, and partnerships can transform the landscape. By monitoring these moves, you can plan your response before they affect your market share.
Analyzing ad campaigns, website content, and other communications shows how competitors are trying to reach patients and providers. This can inspire new strategies to strengthen your own outreach.
Not every healthcare organization needs to measure all of these areas. A competitive intelligence audit should be customized to fit your goals, whether you are preparing for a product launch, refining marketing campaigns, or planning long-term growth.
Collecting data is only part of the process. The real value comes from connecting the dots and turning raw information into insights your team can act on. That is what makes our approach different.
Here is what clients can expect when working with Drive Research:
Drive Research once conducted an online survey designed to measure market perception and competitive positioning for a healthcare-related nonprofit.
By analyzing how different demographic segments viewed the organization compared to peers, we uncovered both strengths to highlight and gaps to address in their messaging.
With more than 1,000 high-quality responses, the results guided their strategic planning and gave leadership confidence in where to focus resources.
This kind of intelligence (understanding how you stack up against competitors in the eyes of your audience) is just as critical for healthcare providers and brands navigating a highly competitive market.
Healthcare companies cannot afford to make strategic decisions without data. Competitive intelligence ensures you understand the full picture of your market, from emerging innovations to patient sentiment.
With the right insights, your organization can move faster, reduce risks, and capture opportunities before competitors do.
At Drive Research, we specialize in competitive intelligence projects that give leaders the clarity they need to act strategically rather than guess. Instead of reacting after the fact, you can anticipate trends, spot risks early, and take advantage of opportunities before others see them.
With our research support, your team can make decisions grounded in data and move forward with confidence.
Reach out today to start your competitive intelligence project.
