Challenge: A device manufacturer wished to have physicians evaluate a new in-office cardiovascular testing panel concept that combined three basic tests – BNP, CRP and Troponin I.

Solution: One-on-one interviews were conducted with appropriate medical specialties (Family Medicine, IM, ER and cardiologists). The physicians evaluated the basic product concept, discussed how they would use it, how they might like to have it modified and what the product should be named.

Result: Respondents scored the basic concept very positively overall. However, there was no consensus as to the benefit of combining these three tests into one. While all the respondents indicated they conducted one or more of these tests in their own offices, they reported they did not use the group of three on any one patient. In addition, they were concerned that insurers and third party payers might not reimburse them for the cost of the tests.

Development of the concept was discontinued.

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