#70: How Market Research Accelerates Healthcare Innovation
Release Date: 08/13/2026
#70: How Market Research Accelerates Healthcare Innovation
B2B Insights Podcast
In this episode of the B2B Insights Podcast, Beata Miklosz and Niklas Heitland from B2B International speak with Dr Christine Wübben, Postdoctoral Researcher at the University Hospital Bonn, and Sandra Lewash, PhD Researcher at the University Hospital Bonn, about the role market research can play in transforming scientific discoveries into commercially viable healthcare innovations. The discussion focuses on COLDEX, an innovative antiviral nasal spray project developed within the ImmunoSensation Cluster of Excellence. Having demonstrated the scientific feasibility of their technology, the...
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#69: How Brand Research Drives Smarter B2B Acquisitions with Trevor Glue, Marketing Director at Ricardo
B2B Insights Podcast
In this episode of the B2B Insights Podcast, Senior Client Partnerships Director Simi Dhawan speaks with Trevor Glue, Marketing Director at Ricardo, about the challenges B2B organizations face during acquisitions - particularly around brand perception, integration, and ensuring teams are aligned. Recently, Ricardo acquired E3 Modelling, and B2B International supported the organization through a program of brand equity research to understand market perceptions and guide strategic decisions. After acquiring E3 Modelling, B2B International supported Ricardo, a global consultancy operating across...
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B2B Insights Podcast
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#67: AI Is The New Fire; Don’t Get Burned
B2B Insights Podcast
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B2B Insights Podcast
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B2B Insights Podcast
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#64: The Best Frameworks to Develop Winning Propositions
B2B Insights Podcast
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B2B Insights Podcast
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#62: How to Achieve World-Class Quality in B2B Market Research
B2B Insights Podcast
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#61: How to Ensure B2B Market Research is Strategic and Actionable
B2B Insights Podcast
Market research can require a significant investment and it is vital for businesses to see a return in terms of business growth. In this episode, B2B International’s Tom Percival and Simi Dhawan discuss how to ensure B2B market research is strategic and actionable.
info_outlineIn this episode of the B2B Insights Podcast, Beata Miklosz and Niklas Heitland from B2B International speak with Dr Christine Wübben, Postdoctoral Researcher at the University Hospital Bonn, and Sandra Lewash, PhD Researcher at the University Hospital Bonn, about the role market research can play in transforming scientific discoveries into commercially viable healthcare innovations.
The discussion focuses on COLDEX, an innovative antiviral nasal spray project developed within the ImmunoSensation Cluster of Excellence. Having demonstrated the scientific feasibility of their technology, the team partnered with B2B International to better understand market needs, validate key assumptions and identify the most promising routes to commercialization.
Through a program of market research involving healthcare professionals, patients and other stakeholders, the team gained valuable insights into target audiences, market opportunities, adoption barriers and strategic priorities for future development.
Hear Beata, Niklas, Christine and Sandra discuss how market research helped shape the project's direction, reduce risk and strengthen confidence in key innovation decisions.
Key discussion points:
- How COLDEX evolved from fundamental immunology research into a real-world healthcare innovation
- Why scientific evidence alone is not enough for successful market entry
- The importance of validating assumptions before making major development and investment decisions
- How market research helps innovators understand user needs, commercial potential and regulatory considerations
- Lessons learned from engaging healthcare professionals, patients and other key stakeholders
- Why prevention-focused innovations can present unique market adoption challenges
- The value of introducing market research earlier in the innovation process
- Advice for researchers and innovators looking to bridge the gap between scientific discovery and commercial success