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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 a leading multinational medical technology device company with a history of developing innovative products addressing the vascular, urological, and oncological markets.
The Client wanted to understand the perspectives of OB/GYNs, UROs, and URO/GYNs fields to establish the factors that determine the possibility of the physician performing an office based procedure. By assessing the appropriate factors to use in segmenting the URO/GYN physician population, the Client would be able to determine which specialties are more likely to support office migration. The Client also wanted to determine the likelihood of specific procedures moving from the hospital or ambulatory care center to the physician’s office, as well as understand the factors physicians take into account when considering the migration. Additionally, the research would determine and identify which in-office procedures are most likely to migrate to URO/GYN physician’s offices.
SOLUTIONTo understand the perspectives of target physicians, The MarkeTech Group (TMTG) conducted a nationwide survey of physicians practicing in the targeted specialties. In-Depth Interviews (IDIs) of physicians specializing in each respective field were conducted on a nationwide level. Three key and definitive themes emerged in understand-ing the physician’s decision to migrate procedures to the office: clinical and legal risk, physician efficiency, and physicians’ net profits. In addition, TMTG found that migration of hospital procedures must overcome specific physician concerns in order to be successful and that vendors can play an important role in helping physicians manage these concerns. TMTG identified four key physician personas within the urology field and outlined recom-mendations for effectively engaging each segment. TMTG also identified specific proce-dures that appear to receive the greatest interest for migration to the office.
The Client gained a better understanding of the URO/GYN office procedure market and was able to tailor its physician support program to match the characteristics and needs of each identified physician segment based on TMTG’s analysis and recommendations. By fulfilling key requirements identified by TMTG, the Client was able to overcome physician concerns about migrating services to the office, and successfully introduced its products to the market.
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
Market Mix Analysis
Exploring the Uro/Gyn Medical Office Market
TECHNOLOGY GO / NO GO
North America
