An Exploratory Study of Entrepreneurial Marketing in Medical Supplies Purchase Decision Making: The Case of Ultrasound Gel in Public Healthcare Agency

According to the 2023 Thailand Health Report, musculoskeletal disorders remain in the top three disease categories driving OPD visits nationwide. To diagnose this condition, ultrasound gel is widely used in healthcare settings. However, the prevalent ultrasound gel formulation, primarily composed of Glycol and Glycerin, has been associated with adverse skin reactions in certain individuals. Given the potential limitations of current ultrasound gel formulations, there is a need to explore alternative options. However, market entry for novel medical products can be challenging. Thus, this study aims to 1) describe the current usage of ultrasound gels among healthcare professionals who make purchasing decisions; and 2) study the factors affecting purchasing decisions. Qualitative research, employing in-depth interviews with nineteen respondents with a diverse range of expertise, was adopted. This insight of this study may be applied in the product innovation for market penetration.