case study: customer perception study
DESCRIPTION
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+StudiesTRANSCRIPT
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client, a global healthcare company, needed to make a strategic decision on the opportunity to enter the catheter market for Peripheral Arterial Occlusive Disease (PAOD) treatment.
The Client wanted to assess the potential utilization rate of a new balloon angioplasty device for PAOD applications in comparison with current treatment options. In addition, the study was to understand the customer’s decision making process when choosing therapy/products and the benefits or disadvantages for marketing a catheter product via a contrast media company vs. a catheter/devices company. Furthermore, the pros and cons of using existing sales channels (established contrast media representatives) vs. new sales channels (specialized sales force dedicated to the catheter business) were to be identified.
SOLUTIONThe MarkeTech Group (TMTG) performed 28 In-Depth Interviews (IDIs) in France, Germany, Italy, Spain, and the United Kingdom with interventional radiologists and cardiologists to validate the product hypothesis that was developed through discussions with key opinion leaders. Following the interviews, TMTG conducted 440 phone surveys in the five countries to analyze clinicians’ acceptance of the product, as well as future utilization. TMTG also provided valuable perceptual maps to understand the type of vendor that would most likely succeed in the commercialization of the product, (catheter vendor, contrast media vendor, med tech device vendor).
The results provided the Client with an understanding of the product’s business and market size, as well as identified the distribution channel required to market the product. Based on the findings and TMTG analysis, the Client entered into a leasing agreement with a channel party nine months later.
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
Customer Perception Study
TECHNOLOGY GO / NO GO
North America