Vox.Bio
Driving Innovation and Customer-Centric Solutions in Healthcare

Vox.Bio, a privately owned market and customer insights division of Cambridge Healthcare Research (CHR) has a singular mission—to place the customer at the heart of every medical device manufacturing, pharmaceutical and consumer health project. By championing the voice of the customer in all client engagements, Vox.Bio ensures that physicians and other key stakeholders share what truly matters to them. This allows clients to gain a profound understanding of their business challenges and take meaningful steps to address them.

Its research methodology is underpinned by rigorous secondary research, which validates the primary insights collected from a network of healthcare professionals (HCP), key opinion leaders and patients. This integration of clinical and product development insights ensures a thorough and nuanced analysis of market dynamics and potential solutions. The result is a framework that not only highlights customer needs but identifies viable paths to meet those needs effectively.

Complementing Vox.Bio’s expertise is its sister division, Solici, which specialises in competitive intelligence from a business and commercial standpoint. Together, Vox.Bio and Solici offer a holistic approach to market analysis, focusing on identifying core problems and solutions. Such insights empower senior management to make informed, strategic decisions on critical issues such as specific investments, developing new products, revising existing ones or enhancing marketing and sales strategies.

Constant client interaction is central to Vox.Bio’s methodology and provides valuable context to the challenges faced by medical practitioners. Leveraging a network of key opinion leaders and patients with deep expertise in various treatment and disease areas, Vox.Bio integrates clinical and product development insights into its research, enriching the analysis with real-world perspectives often through a Jobs-To-Be-Done lens (JTBD, Outcome-Driven Innovation®). JTBD has reinvented the way customers, markets and needs are defined, how markets are segmented and sized and how ideas are constructed and tested. Vox.Bio consults both internal experts and external networks as needed to interpret the data it gathers enabling clients to make optimally informed decisions.

“We also take insights from key opinion leaders, we ask them the questions that really matter, which enable our clients to determine the best steps forward and support them in making informed decisions by providing well-defined scenarios and recommendations,” says Nicole Estermann, head of Vox.Bio.

The company’s service excellence was showcased when a client aimed to understand barriers preventing eligible individuals from undergoing bariatric surgery to expand the market. It conducted comprehensive research with patients, physicians, specialists, surgeons and payers across countries. The findings were presented in a two-day workshop where the first day evaluated current activities and brainstormed solutions. The second day prioritised challenges based on addressability, impact and investment willingness, leading to country-specific solutions. This enabled the client to develop targeted action plans to increase bariatric surgery uptake.

We also take insights from key opinion leaders, we ask them the questions that really matter, which enable our clients to determine the best steps forward and support them in making informed decisions by providing well-defined scenarios and recommendations

In another instance, Vox.Bio helped a client launching a new aortic valve replacement in Europe understand why women with aortic stenosis were less likely to receive treatment. They aim to pinpoint key decision points along the patient pathway for both cardiologists and patients, identifying critical barriers and enablers. Vox.Bio identified decision points and barriers to drive health agenda changes. This insight helped the client advocate for changes in health guidelines and pathways, driving the health agenda forward.

By helping clients refine their messaging, Vox.Bio advocates for gender equity and new guidelines. With a significant emphasis on environmental, social and governance (ESG), Vox.Bio aims to attain sustainability goals. In 2022, the company achieved carbon neutrality and earned an EcoVadis Bronze rating. It has established science-based targets (SBT) to further its commitment to industry-leading sustainability.

Vox.Bio truly drives the evolution of healthcare by offering extensive market insights and strategic consulting. Through its deep expertise and comprehensive approach, it not only identifies and addresses barriers but empowers clients to develop and implement strategies that lead to tangible improvements in healthcare outcomes and market success.