USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400

BACKGROUND

CHALLENGE

IMPACT

The Client is an international Fortune 500 medical device company that is a prominent market player in surgical navigation. With the market maturing, the Client wanted to strengthen its leadership position by better aligning its sales strategy and business development efforts to allow for its continued success. In addition, the Company also wanted to identify new growth opportunities that may exist beyond the current business segment.

In order to create the Client’s new market plan and maintain its leadership position in surgical navigation, the Company wanted to re-evaluate the market opportunity. Specifically, the Client wanted to have a better understanding of the current market penetration of the existing players and also include an overall assessment of business opportunity growth.

The main objectives were:• Determine an accurate estimation of the existing installed base for surgical navigation systems for

neuro and spine applications • Current market renewal potential• New market and new segment opportunities• Sales forecasts

SOLUTIONThe MarkeTech Group (TMTG) conducted the market research effort in two synchronized steps: a quantitative phase for the market snapshot and an exploratory phase to assess the new business potential.

In Step I, randomized surveys were conducted to gain insight on acceptance and critical success factors from operating room (OR) managers, supervisors, and directors. The data from the surveys was then analyzed and used to estimate the install base breakdown, sales, market shares and future purchase intent

In Step II, In-Depth Interviews (IDIs) were conducted with surgeons (spine and neuro) that do not use surgical navigation and OR managers in non-core segment hospitals and surgi-centers to identify drivers and barriers to product adoption.

The MarkeTech Group then delivered a database of different clients and systems according to product and vendor specifications, graphed price information for each product, and planned budgets for each client. Consequently, they were able to show how product preferences were shifting and gave a forecast for potential future sales.

Survey data facilitated Client understanding of surgical navigation system installed base and market penetration, current and projected OR utilization, remaining market and replacement market size, and forecasts for market growth. In addition, qualitative interviews with non-users provided insight into which factors tend to drive or inhibit product adoption and what might motivate non-users to migrate to surgical navigation systems.

Overall, the Client was able to analyze underutilization in the over-200 bed market and understand how procedure volume growth would impact system purchasing, particularly for the replacement market. The primary sales opportunities were identified as providing new clinical applications to the existing installed base in order to fill unused capacity and second, to emphasize the under-200 bed segment as an emerging market for the Client to consider.

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 Assessment of theSurgical Navigation Business

TECHNOLOGY GO / NO GO

North America