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USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client is a leading manufacturer of digitizers and computed radiology systems. Recognizing the need to diversify its product and service offering, the Company’s CEO conceived the launching of a radiology website; a portal designed to concentrate a broad array of information for imaging managers, radiologists, and technicians.
Before embarking on this “bet-the-company” concept, the CEO and the Board needed an independent assessment. Results would be the litmus test for the “go/no-go” decision and would establish the business case. If the business was to be launched, a go-to-market strategy also needed to be created.
SOLUTIONThe MarkeTech Group (TMTG) identified the key Portal elements to test the prospective target audience. By interviewing radiologists and imaging managers from across the country, TMTG identified the specific issues to objectively measure. Nearly 300 radiolo-gists and imaging managers were surveyed to quantify results and develop a general ranking of the site’s most valued offerings.
The research helped the board of Lumisys invest in what would become the creation of AuntMinnie.com. Interviews confirmed the need for this web portal, provided that a sufficient array of offerings was included. The survey further supported the concept and suggested a pricing strategy according to a tiered approach (i.e., ranging from no charge for access to charging for high value information). TMTG reported the results to the Board of Directors, who voted to strongly support the venture. Development of the site began immediately and was online six months after the AuntMinnie.com project was started.
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
Setting the Business Model of a Healthcare Portal
TECHNOLOGY GO / NO GO
North America