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Exploring a New MRI Concept

BACKGROUND

CHALLENGE

IMPACT

The Client is a leading imaging OEM that offers a wide range of medical imaging products and HCIT solutions. The Client wanted to conduct a general buyer study with initial exploration of a new MRI device concept on 3 continents (5 countries: USA, Germany, UK, China, Japan). The study aimed at gathering “Voice of Customer” (VOC) information on the general MRI market in terms of buyers’ values, benefits pursued and associated product attributes as they develop the features for a new MRI system.

The challenge of this strategic marketing research was two-fold: a tight timeline and the requirements for conducting the research in five countries with distinct healthcare systems, MRI installed base, and brand perceptions. The objective was to provide transnational actionable recommendations.

SOLUTIONThe MarkeTech Group (TMTG) developed a mix of qualitative and quantitative methodologies. TMTG conducted more than 50 In-Depth Interviews covering all market segments, organized 8 focus groups and surveyed more than 600 decision-makers involved in MRI device purchases. An advanced survey question-naire designed with CBC conjoint analysis and web-based telemarketing techniques were used to increase response rate and accuracy. Deliverables included in-depth market segmentation, SWOT and in-depth statistical analysis.

TMTG provided the Client with findings pertaining to market forecasting, motiva-tional elements analysis, business opportunity assessment, and Critical to Quality analysis. Based on TMTG analysis and recommendations, the Client was able to reposition its product and align its marketing mix to the appropriate segments.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

North AmericaSouth America

Europe

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORYTECHNOLOGY GO / NO GO

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

BUSINESS PLANNINGConcept TestingBusiness Model