New Product Introduction and Market Feasibility Assessment: Tele-Monitoring Solution for Critical Care

Overview: Global Tele-ICU Market

Valued at over $1.5Bn, the global market for tele-ICU is growing at double digits. With acute shortage of intensivists across most countries globally, the need for a command center that continuously monitors patients in critical care units is on the rise. The need-gaps are potentially more searing in emerging markets where a large patient pool resides in the semi-urban and rural areas with disparate distribution of ICU specialists. 

Several pilots conducted by tele-ICU solution providers in the recent times have demonstrated significant reduction in ALOS, readmission rates as well as overall hospitalization costs. Also with the use of data-driven technologies, the ability to maker prompt decisions with higher clinical accuracy has been increasing steadily. Currently, only about 15% of hospitals in the US are providing tele-ICU solutions. Penetration continues to be hindered by adoption barriers related to ICT utilization, training, budgets and overall hospital infrastructure.


Our Client: A global medical technology solution provider dealing with radiology, critical care, surgery and healthcare IT products and services

Challenge Statement: The client wished to gauge the current state of critical care and the corresponding feasibility of introducing a remote monitoring solution for ICUs in ASEAN

Research Design: The research design included a very thorough assessment of the ICU infrastructure across major ASEAN markets to screen in 2 most-attractive markets for potential product launch. This included detailed segmentation of hospitals and facilities having various levels of ICUs, the bed-occupancy and admission rates, ICU staff and HIS penetration among others. With several assumptions and data points, a market attractiveness model was designed to select the two target markets. This was followed by detailed in-depth interviews with major hospital types to assess granular need-gaps, product concept test, propensity to purchase, pricing and operational models among others.

Research Methodology: Exhaustive secondary research was conducted to understand the current demographics, infrastructure, and various other qualitative and quantitative parameters influencing the operations of critical care facilities across ASEAN. The market attractiveness of individual countries was assessed based on various tangible attributes. In-depth interviews were conducted with intensivists, anesthesiologists and ICU specialists to gauge the current challenges as well as the corresponding need for a tele-monitoring solution for ICUs. Detailed discussions with Medical Directors and CIOs was conducted to understand the adoption barriers from an HCIT perspective. Design recommendations, pricing models and innovative engagement models including initial pilots were discussed.

Research Outcome: Two key regions, high on market attractiveness were selected. EMeRG’s in-depth research yielded deeper insights into the lack of intensivists and the sizeable need for tele-monitoring of ICUs. Among various business models for hospitals, a deeper correlation between public and private hospitals for optimizing referrals and reducing rejection rates at ICUs was established. Key sites for pilots and mutually beneficial partnerships were identified.

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