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Visit us on the web: http://www.themarketechgroup.com/?utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies About Us: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40 Contact Us: http://www.themarketechgroup.com/index.php?page=Contact_TMTG&utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies
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USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client is an international pharmaceutical company that was developing a therapeutic medical device for treating Inflammatory Bowel Disease (IBD) patients in the U.S. In preparation for the product launch, the Company needed a clearer understanding of the user environment and market space. This technology was already approved and in use in both Europe and Japan.
The product was in the pivotal clinical trials stage for FDA approval. As part of the process, the Client was obligated to gather user requirements and to evaluate the product offering within this context. Some of the primary benchmarks were the device’s user interface, impact on patient safety, and related training/support needs. The potential use environ-ments investigated included apheresis centers, infusion therapy centers, and large gastrointestinal physician practices. The end goal was to determine the best way to promote the product and how to motivate the practitioners and hospital department offering apheresis therapy to support the adoption of this technology.
SOLUTIONThe solution was designed around a 3-phase approach. In Phase I, The MarkeTech Group (TMTG) conducted a preliminary, qualitative, environmental review through In-Depth Interviews (IDIs) of treatment center managers to capture characteristics that best define the market, and assess critical market segment differences. In Phase II, field case studies provided a means to view clinical and operational practices at representative sites and to interact with practitioners in their own environment. Furthermore, this helped in building a functional purchase model of decision makers and influencers. Phase III, a series of focus groups allowed TMTG to test product design features, obtain consensus feedback, and determine how to best position the product to facilitate adoption.
The study results provided the Client’s commercialization team with critical user-level information to use both in the FDA approval process, and also to guide the internal product development and sales and marketing planning leading up to the U.S. product launch. This research also set the stage for a follow-up study in Puerto Rico with focus groups who had completed clinical trials with the product.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
South AmericaEurope
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORY
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCH AND PLANNINGCustom Market Analysis
Opportunity Analysis
Collecting and Analyzing User Requirements for a New Therapeutic Device
TECHNOLOGY GO / NO GO
North America
