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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 global leader in diagnostic imaging, contrast media, and injection systems was interested in a “Voice-of-the-Customer” (VOC) research study identifying specific clinical, economic, and design needs for the CT contrast power injector of the future. The research would help marketing and engineering design a winning product.
The Client wanted to understand the relative value of product features currently being used or to be used in the future, and to assess the product value proposition and willingness-to-pay for specific features.
SOLUTIONThe MarkeTech Group (TMTG) designed the project in four phases: Phase I involved exploratory analysis, aimed at defining the relevant factors to be considered when selecting CT contrast power injectors. The analysis included key opinion leader discus-sions, as well as some competitive intelligence at European Congress of Radiology (ECR). Phase II involved a series of four focus groups in the US (technologists and radiologists), as well as four focus groups in Europe, (two in France and two in Germany) in order to assess the critical elements of a new injector design. Each session was preceded by a short survey listing a total of 30 relevant product attributes and aimed at reaching conclu-sions on critical attributes. Phase III consisted of six In-Depth Interviews (IDIs) used to functionally refine the product attributes to be used in the survey design during phase IV. Phase IV was a large scale web based survey with 122 radiologists and CT technologists in the EU, and 103 imaging directors and CT technicians in the U.S. The discreet choice conjoint design consisted of six attributes including price.
The Client was able to configure the optimal product design that would maximize customer preferences based on the results and recommendations provided by TMTG. Additionally, countries’ specific requirements were also identified allowing the Client to select the most appropriate business model for the future product launch.
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
Market Assessmentfor CT Injectors
TECHNOLOGY GO / NO GO
North America
