A Qualitative Comparative Analysis of Factors Influencing the Choice of Medical Product by Specialists

The present research determines the possible combinations of conditions that influence the choice of medical product by specialists using the method of qualitative comparative analysis (f / s QCA). Our conceptual framework envisions choice of product as a complex phenomenon. The market for medical devices, the category of negative pressure wound treatment devices (NPWT) was chosen for the study. The study consisted of 2 stages: qualitative (in-depth interviews with experts) and quantitative (online survey). Doctors of a certain surgical specialty got into the target sample. According to the results of the qualitative research, the most significant factors were selected, which were then analyzed using the QCA methodology. According to the QCA results, the best configurations of factors influencing the choice of a product by a specialist were found. Based on these factors, recommendations were given to the company how to work with these factors in order to improve the marketing mix of their product (NPWT system). A comprehensive analysis of all factors allowed us to form a more complete understanding of the implementation of the primary choice of a medical product by specialists.