Ipsos quantitative concept test · readout 20 Aug 2026
Practo Sure: what surgery-facing consumers told us — and what we recommend
Concept tested: Practo Sure — an independent, written second opinion from a senior specialist before committing to surgery, by video or in person, with an optional concierge layer. Full description on the next slide.
Respondents
137
Ipsos quantitative survey · target was 110
Who
104patients
+ 33 caregivers deciding for a family member
Where
5metros
Delhi NCR · Mumbai · Bengaluru · Hyderabad · Chennai
Profile
NCCS A
Age 25–55, average 33 · 52% male · 69% used a health app in the last year
Where they are in the surgery journeyall respondents, n = 137
The conceptWhat we tested
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Finding 1Second opinions are already a habit
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Finding 2What people actually worry about
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Finding 3The concept lands
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Finding 4What they value most
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Finding 5Price & mode
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Finding 6Concierge
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Watch-outsWhat the study can't tell us
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Recommendation…and why
What we tested
Practo Sure: an independent, written second opinion before surgery
Core service
A second opinion on a recommended surgery
For patients who have been advised surgery — and the family members deciding with them.
Who reviews your case
- A senior specialist with expertise in your condition
- Independent — a specialist who will not perform the surgery
What you get
- A written, signed medical opinion within 24 hours
- A clear view on whether the surgery is truly necessary, or can be avoided or delayed
- Information on surgery costs, procedure details and post-surgery care
How you consult
- Your choice of video consultation or in-person visit
Why you can trust it
- A fixed fee — the recommendation is not linked to proceeding with surgery
₹999video consultation
₹1,499in-person consultation
Prices were revealed only after unpriced reactions and open-ended willingness to pay were captured.
Optional add-on
Concierge care coordinator
A dedicated coordinator who supports you through the whole surgery journey.
- Help finding the right doctor and selecting the right hospital
- Help obtaining a second opinion
- Scheduling and coordinating appointments
- Support during hospital admission
- Updates and coordination during treatment
- Guidance on insurance and paperwork
- Support until discharge and recovery
Unpricedrespondents stated what they would pay
Concept shown›Reaction: like · relevant · would use›Feature ranking›Mode & willingness to pay›Prices revealed›Booking intent at ₹999 / ₹1,499›Concierge add-on
Note: the results workbook does not include the concept board respondents saw. This page is reconstructed from the questionnaire — the eight features ranked (Q51), the prices tested (Q55) and the concierge description (Q58–Q59). Replace with the actual stimulus if available.
Finding 1 · Behaviour
Second opinions are already a habit — and already digital
55%
sought a second opinion before deciding on their own or a family member's surgery (75 of 137)
55%
of patients who sought one got it through an app or online platform (32 of 58)
59%
of them found the doctor via a healthcare app or website (n = 58, multiple answers)
Why the other 45% didn't seek onedid not seek a second opinion, n = 62 · multiple answers
Whom they went with after the second opinionpatients who sought one, n = 58 · chose or intend to choose
So whatDemand is real and digital-native. Trust in the treating doctor is the main barrier, then time and cost — a ₹999, 24-hour product attacks the latter two. And nearly 4 in 10 go with the second-opinion doctor: decide how Practo handles that before launch.
Finding 2 · Concerns
Before surgery, people worry about the surgeon and the outcome — not whether they need it
Biggest concerns about the upcoming surgerysurgery scheduled or undecided, n = 84 · % ranking in top 3 of 13
Implication"Second opinion" is not top-of-mind language. The felt need is confidence in the surgeon and the plan. Position Practo Sure as "be sure about the surgeon and the plan", not "avoid surgery".
Decisions are sharedpatients, n = 104
Caregivers describe themselves as the primary decision-maker in 67% of caregiver cases — the written report must be easy to share.
Finding 3 · Concept reaction
The concept lands — nobody said no
Reaction to the conceptall respondents, n = 137
Top box (liked a lot / very relevant / definitely would use)Second boxNeutral
Negative responses on all three measures: 0%. Mean scores 4.8–4.9 on a 5-point scale.
Read it right99% is a ceiling score. It tells us there is no rejection — not how many will pay. Concept tests routinely overstate purchase, and this audience is favourable by design (NCCS A, digitally engaged, mid-decision). The numbers that discriminate are on the next two slides.
4.82
mean likelihood to use
So whatTreat this as a green light on appeal and relevance, not as a forecast. Use the priced booking intent (Finding 5) as the planning number.
Finding 4 · Drivers
What they value: information leads; speed and independence follow closely; "a specialist who won't operate" trails
Most appealing features of the conceptall respondents, n = 137 · % ranking in top 3 of 8
How firm is this?Information access leads, but its gap to the next cluster (37–40%) is within this study's margin — read it as directionally first. The one robust gap is at the bottom: "a specialist who will not perform the surgery" (28%) is clearly the weakest hook. The agency's highlights list the same top four.
Directionally, people whose surgery is already scheduled (n = 33) care far more about the fixed fee (55%), and the ANT segment (n = 41, read as Practo-aware non-users) cares most about information access (68%). Sub-group bases are small.
So whatLead with "know exactly what you're getting into — costs, procedure, recovery — in writing, within 24 hours, from an independent senior specialist". Don't lead with "a doctor who won't perform your surgery".
Finding 5 · Price & mode
₹999 video is the entry price; ₹1,499 in-person is the option
Would book a video consultation at ₹999
94%
77% "definitely" · 3% would not · 3% unsure
Would book an in-person consultation at ₹1,499
82%
58% "definitely" · 8% would not · 10% unsure
63%
prefer video once the two prices are shown — essentially unchanged from 59% before prices (n = 137)
43%
quote ₹1,000 or less for in-person — below the ₹1,499 price tested
What people say they would pay (open-ended)all respondents, n = 137
Video consultation · average ₹1,484In-person consultation · average ₹1,719
So what₹999 sits at the top of the most-quoted bracket — priced for reach, with little headroom above it. For in-person, 43% quote ₹1,000 or less, which is why intent drops at ₹1,499. Keep ₹999 as the entry; test a premium tier for the 18–20% who quote over ₹2,000.
Finding 6 · Concierge layer
Concierge is a strong add-on, not a hero
97%
would use a concierge / care-coordinator service as part of their surgery journey (70% definitely)
What people say they would payn = 137
Average ₹1,649, but half quote ₹1,000 or less. Current Practo users quote the least (average ₹1,140; n = 41).
Single most valuable aspectall respondents, n = 137 · one answer
So whatPreferences are flat — no single aspect exceeds 22%. Bundle concierge with the opinion, anchored on discharge and recovery support, and hold deeper investment until real willingness to pay is seen.
Before deciding
Four things this study can't settle — and one it raises
±8pts
A favourable sample, at the ceiling
n = 137, NCCS A, average age 33 (two respondents over 45), all mid-decision, 69% health-app users. Nothing was rejected, so the scores can't forecast sales; sub-groups are directional only.
Undecided70
Surgery done34
Scheduled33
Sub-group sizes (respondents); Practo-usage cuts are 41 / 41 / 55
Read "99%" as "nobody said no".
26%
A price-sensitive quarter
A quarter quote under ₹500 for a video opinion. The undecided group — the prime target — is also a touch softer on ₹999 (not significant).
Video <₹50026%
In-person <₹50012%
Undecided, n=7071%
All, n=13777%
"Definitely would book" video at ₹999
That's what a ₹799 pilot arm is for.
4th
Practo isn't this audience's default health app
Practo trails three rivals on awareness and ever-use here. The sample was recruited on Practo-usage quotas, so this is not a market read — but discovery needs a plan.
Tata 1mg81%
Apollo 24|775%
MediBuddy74%
Practo66%
Heard of · ever used: Practo 36% vs 53–61% for the three above
Distribution is as important as the product.
<1%
High-stakes surgeries are thin
Second opinions matter most where stakes are highest, but those cases are scarce in this sample.
General23%
Orthopaedic18%
ENT12%
Cardiac6%
Neuro5%
Oncology<1%
Patients' own procedure, n = 104
Validate with cardiac / onco / neuro patients in the pilot.
UnresolvedThe referral model. 38% of patients who got a second opinion chose — or intend to choose — that doctor. A trust promise of "not tied to surgery" and a surgeon-referral revenue line pull in opposite directions; leadership needs to pick a side before launch.
Recommendation
Build and pilot Practo Sure, with ₹999 video as the lead offer
GO — PILOTAppeal and relevance are not in question; conversion at price is. A live pilot answers that; another survey would not — stated intent is already at the ceiling.Alternative considered: a larger, more representative study first. Rejected — it would cost months and still could not measure real booking behaviour.
| What we recommend | Why — the evidence |
|---|
| 1 | Lead with ₹999 video; offer ₹1,499 in-person as an optionKeep the 24-hour signed written opinion as a core promise | 94% would book video at ₹999 (77% definitely) vs 82% in-person at ₹1,499 · 63% prefer video once priced · the 24-hour written opinion is the #2 feature (40%) |
| 2 | Message "know exactly what you're getting into" first; independence as the proofCosts, procedure, recovery — in writing, within 24 hours, from an independent senior specialist | Information on costs, procedure and recovery is the #1 feature (50%); "a specialist who won't perform the surgery" ranked last (28%) · top worries are the surgeon's expertise (39%) and complications (37%), not "do I need this?" (19%) |
| 3 | Hold ₹999; test a premium tier instead of raising the basee.g. faster turnaround or a named senior specialist | 64% quote ₹1,000 or less for video (26% under ₹500) · 18–20% quote over ₹2,000 — a tail worth a separate tier, not a higher floor |
| 4 | Bundle concierge, anchored on discharge and recovery supportNot a standalone product yet | 97% would use it, but no single aspect exceeds 22% · half quote ₹1,000 or less; current Practo users quote the least |
| 5 | Pilot for real conversion; settle the referral model before launchA/B ₹799 / ₹999 / ₹1,299 · track bookings, report sharing and surgeon switches · include cardiac / onco / neuro cases | Stated intent is at ceiling (0% rejected) and cannot forecast purchase · 38% of patients who got a second opinion chose, or intend to choose, that doctor — a revenue path that could undercut the "not tied to surgery" promise |