Solving complex challenges in healthcare with business decision insight expertise

  • 22 years of healthcare strategic insights
    utilizing proprietary and custom insight tools

  • 20 average years of experience
    across our healthcare experts

  • 700+ healthcare

  • 25,000 healthcare
    professional interviews

  • Global expertise
    >50% of projects contain global/ex-US research component

What we do

The Directions Healthcare team leverages deep industry expertise, broad category knowledge, and proprietary research tools to provide unsurpassed qualitative and quantitative business analytics across the entire product lifecycle to deliver superior business insights.

Business Insights Across the Product Lifecycle

Proprietary Research Tools

  • Messaging/Concept Optimization Tool – Build the Optimal Concept

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  • Powering Segmentation through Behavioral Economic Principles

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  • Exploit behavioral economics and foresight of crowd wisdom to identify commercial opportunities

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  • Robust tool that combines the power of preference with the perspective of ratings to normalize cultural bias

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Industries we serve

Our work covers an impressive range of categories.

Surgeons in operating room

Surgical & Medical Devices

The depth and breadth of our medical device experience is unmatched in both surgical and percutaneous markets. We have conducted hundreds of studies for new and existing medical devices to help clients meet their business objectives. Our client team has 20+ years of client and supplier side surgical and medical device experience.

Pharmaceutical & Biotechnology

Our pharmaceutical and biotechnology expertise spans a wide range of therapeutic areas and disease states. Our client team has over 24 years of combined industry experience assessing the potential of new treatment options across the product lifecycle from development to product launch, and post-launch assessment, tracking, and lifecycle management.

Eye exam

Vision Care

We have extensive vision care knowledge, including expertise in contact lens, pharmaceutical and surgical devices. We have 15 years of client and supplier side experience helping eye care clients drive share growth and market expansion.

Man in pharmacy looking at boxes

OTC & Consumer Health

Our OTC and consumer health expertise encompasses the breadth of customers and channels, informing professional demand creation and direct to patient strategies. We are well-equipped to tackle traditional packaged good research questions as well as patient and physician-focused initiatives to maximize product performance.

Dental exam

Dental Care

We have deep understanding of the dental care market, including both consumers and dental professionals. Our team has over 10 years of experience helping dental clients understand market trends, customer needs and brand performance.

Insurance card

Managed Care/Insurance

We have been working with clients in the insurance/managed care space for more than 20 years, tackling a variety of strategic and tactical research issues among insurers, providers, and consumers.

Hospital room


Understanding the implications of diagnostic testing and the impact it has on the patients, nurses, pharmacists, physicians, hospitals and hospital labs is key to our success in this category. Our team has conducted a significant amount of research in the past 10 years on diagnostic equipment such as blood glucose meters, IV solutions, blood assay testing, and companion diagnostics to name a few.

Who we talk to

Reaching the right conclusion begins with reaching the right respondents. We have experience with a wide breadth of health care audiences and know how to engage each of them to deliver insights.

Dental patient
  • Surgeons
  • PCPs
  • Specialists
  • Nurses
  • Administrators
  • Nutritionists
  • Patients
  • Optometrists
  • Ophthalmologists
  • Dentists
  • Dental Hygienists
  • Therapists
  • Office Staff
  • Health Benefit Specialists
  • Employers
  • Brokers
  • Payers

Where we go

  • Over 50% of our healthcare practice is global research

    We know how to conduct qualitative and quantitative research effectively all over the world.
  • Every country is unique

    and may require different methodologies, sampling strategies and screening to reach the target respondent.
  • Close collaboration

    with translators, client stakeholders and agency is required to ensure that study materials and stimulus are translated and localized appropriately.
  • We understand how cultural differences

    in scale use affect research results. We have multiple methods to minimize scale bias and provide better comparisons between countries.

Extensive experience conducting research in…

  • Argentina
  • Australia
  • Brazil
  • Canada
  • Chile
  • China
  • Colombia
  • France
  • Germany
  • Guatemala
  • Greece
  • India
  • Italy
  • Japan
  • Mexico
  • Netherlands
  • Poland
  • Russia
  • Saudi Arabia & UAE
  • South Africa
  • South Korea
  • Spain
  • Turkey
  • UK
  • USA

Who we are

Directions is supported by 150+ employees and the Healthcare team leverages breadth and depth of industry experience, market research, and marketing science expertise to ensure you’re asking the right questions among the right people the right way.

Contact Us

We would love to hear from you no matter what the business or healthcare challenge.


401 E. Court Street
Cincinnati, OH 45202-1379


100 S. Wacker Drive #325
Chicago, IL 60606


2911 Turtle Creek Boulevard #300
Dallas, TX 75219


6520 Airport Center Drive #200
Greensboro, NC 27409