Many healthcare leaders still find themselves navigating slow timelines, siloed insights, and fragmented methodologies that limit confidence in moving forward.
The reality is that the old ways of conducting healthcare market research — generic panels, disengaged respondents, and disconnected data — no longer suffice. It’s time for a new model, one that’s purpose-built for the realities of modern healthcare.
Enter Konovo.
Konovo is changing the way people think about healthcare market research by combining cutting-edge technology, flexible research solutions, and deep subject matter expertise. Doing so allows for the creation of a more functional, future-ready research ecosystem that turns complexity into clarity and insights into action.
At Konovo, we believe the research of tomorrow needs to be comprehensive, captivating, and collaborative, not just for better studies, but for better outcomes across healthcare.
Let’s explore the three C’s that we believe will drive the future of healthcare market research.
Comprehensive: Going Deep and Wide on Insights that Matter
The best decisions in healthcare are grounded in comprehensive, high-quality data. However, “comprehensive” doesn’t just mean more in a general sense; it means more diverse, more connected, and more contextual data.
To generate meaningful insights, market research needs to pull from a range of data sources and methodologies that reflect the complexity of real-world healthcare.
Konovo delivers this depth and breadth by blending expertise across a wide range of research methodologies. From real-time mobile surveys and unstructured qualitative feedback to long-form interviews and large-scale quantitative studies, Konovo gives teams access to a flexible research toolkit that allows researchers to customize based on their objectives.
With reach across 150+ therapeutic specialties and more than 2 million global healthcare professionals (HCPs), we offer an unmatched ability to uncover insights from the right voices at the right time.
Why does this matter?
Because blind spots in your data can lead to blind spots in your decisions. A truly comprehensive approach helps teams:
-
Segment and target with greater precision.
-
Feel confident in the quality and representativeness of their insights.
-
Make faster, more informed decisions backed by robust evidence.
In short, if you want a full-picture strategy, you need full-picture market research.
Captivating: Make Research Engaging for Respondents and Stakeholders
One of the most persistent challenges in healthcare market research is engaging HCPs in a meaningful and timely way. With increasing patient demands, administrative burdens, and record-high levels of burnout, HCPs have limited availability — and traditional research approaches often fail to meet them where they are.
Today’s HCPs expect research experiences that are convenient, relevant, and easy to complete on their own time. When those expectations aren’t met, HCPs are less likely to respond, leading to drawn out research timelines and lower quality insights.
Konovo addresses this challenge by designing research experiences that are not only effective but considerate of HCPs’ time and preferences. Through an AI-enabled platform, we deliver mobile-optimized, intuitive surveys and interviews that are easy to complete without disrupting clinical responsibilities. Intelligent sampling and real-time feedback mechanisms keep participants engaged and invested throughout the research process.
The result is a clear operational advantage:
-
Higher response rates and cleaner, more reliable data.
-
Shorter fielding times and faster access to insights.
-
Stronger stakeholder alignment from the outset.
Better engagement leads to better insights, enabling better decision-making.
Collaborative: Building a Connected Research Ecosystem
The future of healthcare marketing research isn’t about collecting more data. It’s about connecting data. This requires an ecosystem that allows healthcare leaders to view insights from a single source of truth.
Today, Konovo brings this vision to life by combining flexible, self-serve tools with the expertise of more than 300 research professionals. Whether teams need agile, high-frequency insights through Rapid Research (formerly InCrowd) or highly customized cohorts and strategic design through Custom Cohorts (formerly Survey Healthcare Global), Konovo delivers the full spectrum of primary research solutions, supported by dedicated experts who help guide every phase, from study design to insight translation.
Looking ahead, Konovo is developing the first AI-native, intelligent platform to streamline and accelerate deeper insights. Konovo aims to enable organizations to build on previous research, avoid duplicate efforts, and establish a consistent, strategic foundation for decision-making across brand, medical, and commercial functions.
The result will be a more efficient and aligned research operation, where insights are not siloed but continuously inform each other. This enables:
-
Reusable knowledge across functions and time.
-
Reduced inefficiencies and redundant studies.
-
Stronger internal alignment and more strategic decisions.
Konovo isn’t just delivering point-in-time results. We act as a true partner, helping organizations unlock the full value of their research investment and create a sustainable path to smarter decisions.
The Bigger Picture: A Healthier Future, Powered by Smarter Research
The ultimate goal of healthcare market research isn’t just about crafting better surveys — it’s about connecting the dots from real-world scenarios and data sources to drive healthcare innovation.
When research is comprehensive, we avoid blind spots that can delay critical interventions.
When it’s captivating, we unlock higher-quality data that more accurately reflects the needs and realities of HCPs.
When it’s collaborative, we build institutional knowledge that fuels long-term success across teams, departments, and therapeutic areas.
By embracing the three C’s, Konovo enables organizations to establish a new standard in healthcare market research, one that supports earlier interventions, faster time to market, and more inclusive insights that reflect the diversity of patients and providers worldwide.
Smarter research powers the decisions that improve outcomes, accelerate innovation, and create a healthier future for everyone.
