Background
A medical device manufacturer needed to understand the decision-making process behind the selection of anaesthesia breathing filters in Gulf region hospitals. The purchase of these devices involves multiple stakeholders — from the anaesthesiologists who use them to the procurement professionals who buy them and the nursing staff who handle them daily.
Recruiting specialist medical professionals in the Gulf region presents unique challenges: cultural considerations, institutional gatekeeping, language requirements, and limited researcher access to hospital-based professionals.
Our Approach
Ayesda Bio drew on our network and regional expertise to recruit anaesthesiologists, nurses, and procurement professionals across Gulf region healthcare facilities. Each participant was verified for their role in the breathing filter selection and purchasing process.
In-depth interviews were conducted with cultural sensitivity and in appropriate languages, ensuring participants felt comfortable sharing candid perspectives on brand preferences, product evaluation criteria, and institutional decision-making dynamics.
Outcome
The research revealed the key drivers and barriers in anaesthesia breathing filter selection — from clinical performance criteria valued by anaesthesiologists to cost and supply chain factors prioritised by procurement teams. The multi-stakeholder approach uncovered where these different perspectives aligned and where they diverged.
Findings helped the client refine their value proposition for the Gulf market and develop targeted messaging for each stakeholder group involved in the purchase decision.
Key takeaway: In complex purchasing environments, understanding one stakeholder isn't enough. Multi-perspective research reveals where the real decision dynamics lie — and where to focus commercial effort.