case study: subscription based surgical navigation market opportunity
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
This global Client is a leader in the development of medical devices and technologies. The Company has developed a highly accurate visualization/navigation tool to help surgeons make more informed decisions in the OR. This surgical navigation and intraoperative imaging solution delivers real-time feedback on patient anatomy, instrument position, pathology status, and therapy placement for both preoperative procedure planning and intraoperative confirmation and guidance.
The Client wanted a value chain analysis of the post-sale service for the OR navigation equipment. The main objective of the study was to understand the Client’s value/benefits, and how it affected the customer’s perception of a given product and their loyalty to the product’s manufacturer. The Client also needed to confirm/reorganize the service package offering to optimally position the service offer in each relevant customer segment.
SOLUTIONThe solution was designed utilizing a qualitative methodology research approach. A series of 37 In-Depth Interviews (IDIs) were conducted by The MarkeTech Group (TMTG) with Neurosurgeons, OR Managers, Navigation Nurse Coordinators, Purchasing Managers, and Biomedical Engineers.
The study confirmed that the Client’s proposed post-sales service concept would be well accepted if certain criteria were met. TMTG also indicated the most promising segment to target at the launch of the new service program and how to structure the Client’s service team to maximize acceptance of the new service concept.
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
Subscription Based Surgical Navigation Market Opportunity
TECHNOLOGY GO / NO GO
North America