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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, a cancer treatment center team of scientists wanted to market a new theranos-tic test for oncology patients. Research led the R&D team to developing an innovative predictive test that assesses patient’s sensitivity to fluoropyrimidines (antimetabolite drugs), and would help physicians personalize patient treatment for breast and colorectal cancers.
The Client sought an in-depth exploratory review of the future market potential for fluoropy-rimidines sensitivity testing in oncology patients. The overall study objectives were to:
- Gain in-depth knowledge about the users, their perceptions and understanding of the predictive test
- Determine the competitive landscape - Define the Client’s future operational and tactical position, in order to success-
fully introduce the product to market
SOLUTIONTo define the needs and expectations of prediction testing for fluoropyrimidines sensitivity, The MarkeTech Group (TMTG) conducted a series of 23 In-Depth Interviews (IDIs) with oncologists, hospital administrative stakeholders, and pharmaceutical industry chemo-therapy product managers in France, Germany, and the U.S. In addition, secondary data was also collected and used to quantify the market opportunity.
The study provided the Client with a better understanding of the key stakeholders’ decision process for adopting the predictive testing by identifying the major drivers and barriers to adoption. Results also helped pinpoint the right marketing mix to target to the appropriate segments. As a result, the Client incorporated TMTG’s strategic and tactical recommenda-tions and created a strategic business plan for improved financing and for moving forward with launching the predictive testing successfully to 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
BUSINESS PLANNING
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Business PlansBusiness Models
MARKET RESEARCHCustom Market Analaysis
Competitive Intelligence
MARKET PLANNINGOpportunity AnalysisMarket Mix Analysis
Prediction Test for Patients’ Sensitivity to Fluoropyrimidines
TECHNOLOGY GO / NO GO
North America
