Driving Adoption of AI Diagnostics in Europe's Mid-Sized Hospitals

Client Background 

The client is a Europe-based digital health company specializing in AI-powered diagnostic solutions. With a focus on mid-sized hospitals and specialty care clinics in Western Europe, the company aimed to expand adoption by positioning its technology as both clinically validated and operationally scalable. 

Client’s Challenge 

Although the client’s technology had strong clinical backing, they struggled to reach the right decision-makers in hospital systems, particularly innovation officers, department heads in radiology, and tech procurement leads. Traditional outreach efforts were met with limited success due to the complex and often fragmented nature of hospital procurement. The client approached Mordor Intelligence to help identify, qualify, and engage the most relevant stakeholders to accelerate market access and pilot opportunities. 

How Mordor Intelligence Helped 

Established High-Fit Lead Criteria 

• Developed prospect criteria based on hospital size, level of digitization, specialty services offered, and innovation funding availability. 

Mapped Key Decision-Makers 

• Identified and validated senior contacts in diagnostic and digital health roles across hospitals in Germany, the Netherlands, and Spain.
• Screened for innovation champions and early adopters within radiology and clinical tech functions. 

Delivered Contextualized Lead Profiles 

• Provided actionable intelligence on each contact, including institutional procurement cycles, role in tech adoption, and potential for pilot collaboration.
• Highlighted internal dynamics to enable tailored messaging and warm outreach. 

Supported Sales Alignment 

• Offered strategic input on outreach sequencing and messaging based on each hospital’s digital priorities and readiness indicators. 

Key Findings 

• Hospitals with a designated innovation function showed a higher inclination to engage in AI-driven diagnostics.
• Spain demonstrated higher openness to pilot collaborations compared to Germany and the Netherlands, which had more rigid evaluation frameworks.
• Clinical alignment was necessary but not sufficient; budget cycles and digital readiness were key enablers. 

Our Industry Coverage 

Mordor Intelligence works extensively with health tech and medical device innovators seeking to navigate complex procurement environments in Europe and beyond. Our tailored B2B research and stakeholder mapping capabilities have supported clients across industries. 
Our key offerings include: 

• Go to Market Strategies: Help clients align outreach with institutional readiness and stakeholder dynamics.
• Opportunity Assessment: Uncover market and channel nuances that impact tech adoption and scaling.
• Customer/Supplier/Distributor Discovery: Identify and qualify regional partners, innovation champions, and institutional buyers.
• Surveys, FGDs, and Primary Research Fieldwork: Capture real-world feedback from clinical and administrative decision-makers.
• Customer Behavior Analysis: Decode how hospital systems prioritize, evaluate, and fund digital health solutions.