Oncology Centre of Excellence: Market Readiness & Demand Intelligence Study
Pre-launch market assessment for a tertiary hospital evaluating a dedicated oncology centre — demand estimation, competitive mapping, and patient journey research
Study Overview
InsightRx conducted a pre-launch market readiness study for a 600-bed tertiary hospital planning to launch a dedicated Centre of Excellence in Oncology. The research covered demand estimation, competitive saturation analysis, patient journey mapping, referral ecosystem assessment, and pricing sensitivity — providing the intelligence foundation for a ₹80 crore investment decision.
Demand Estimation & Disease Burden Research
Our demand estimation study combined secondary epidemiological data with primary research to build a bottom-up demand model for the proposed oncology centre. The study found that cancer incidence in the 3-district catchment area is 23% above the national average — driven by high rates of tobacco-related cancers (head & neck, lung) and gastrointestinal cancers. We estimated 4,200–4,800 new cancer cases annually within the catchment, of which approximately 2,100–2,400 would be addressable by the proposed centre based on stage distribution, treatment modality mix, and competitive share assumptions.
Patient Journey & Care-Seeking Behavior
Our patient journey research with 80 cancer patients and caregivers revealed a fragmented, high-anxiety care-seeking process. The average patient visited 2.8 providers before reaching definitive oncology care — a journey averaging 47 days from symptom onset to treatment initiation. The research identified 3 critical 'journey break points' where patients were most likely to travel out of the catchment: at diagnosis confirmation (when referred to a specialist), at treatment planning (when chemotherapy or radiation was recommended), and at recurrence (when patients sought second opinions). Designing the centre's service model around these break points — with rapid diagnosis protocols, integrated tumor boards, and a second-opinion program — was a key research recommendation.
Competitive Intelligence & Positioning
Our competitive audit of the 2 existing oncology providers within 100km revealed both operating at 90%+ capacity with significant wait times: 18–22 days for first oncologist appointment and 12–15 days for chemotherapy initiation. Patient satisfaction research at these facilities identified key dissatisfiers: long wait times (cited by 71%), poor communication about treatment plans (58%), and lack of psycho-oncology support (52%). These gaps defined the positioning brief for the new centre — a 'rapid access, patient-centered oncology' model with guaranteed 5-day first appointment and integrated supportive care.
Key Findings
- Cancer incidence in the study catchment area is 23% above national average — driven by tobacco-related and gastrointestinal cancers
- 68% of cancer patients in the catchment currently travel 80+ km for treatment — indicating strong local demand potential
- Only 2 organized oncology providers exist within 100km — both operating at 90%+ capacity
- Medical oncologists are the primary referral gateway — 74% of patients reach oncology through physician referral, not self-referral
- Chemotherapy day-care is the highest-volume, fastest-payback service line — accounting for 45% of oncology revenue in comparable facilities
- Patient willingness to pay for premium oncology care is 40% higher than for general hospital services in the same catchment
Research Approach
Methodology
- Demand estimation modeling
- Patient journey depth interviews (n=80)
- Physician referral mapping
- Competitive facility audits
- Pricing sensitivity analysis
Coverage
100km catchment radius — 3 districts, 6 cities, 80 patient interviews, 45 physician interviews
Stakeholders
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