case study: longitudinal tracking of interventional stroke cath lab procedures & product...
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
A market-leading Client in endovascular stroke treatment wished to study trends related to embolectomy procedures in the U.S. neuro cath lab environment. The longitudinal information desired by the Client was specifically related to interventional case volumes, case mix, treatment product utilization, and institutional demographics.
The initial challenge was to determine if neuro cath lab managers or hospital administra-tors had access to the data needed for the study. Secondarily, it had to be ascertained that these individuals would be willing to participate in a study spanning five quarters and what type of incentive would be required to ensure their long-term participation.
SOLUTIONThe MarkeTech Group (TMTG) first recommended a qualitative feasibility step to deter-mine if the proper data was available and if the appropriate hospital management was willing to participate based on to-be-determined incentives. Once five (5) exploratory telephone interviews validated adequate participation, TMTG moved into the longitudinal data collection phase of the project. A one-quarter Pilot step confirmed the qualitative findings and four additional quarters of data were collected from approximately 50 partici-pating U.S. hospitals. This data was analyzed and reported quarterly to allow the Client to extract the key information being sought.
Results were used by the Client to understand important market trends, case statistics, and product utilization. Specifically, the data collected and presented allowed the Client to: • Analyze interventional care management trends for acute ischemic stroke
treatment – procedure volumes and treatment mix by case type • Assess product utilization – own products vs. competitors – case share,
penetration by case type, revenue share • Identify biggest market opportunities – underperforming products, needed
customer communication related to outcome data and targeted product messag-ing
Overall, the collected and analyzed data provided the Client with in-depth and detailed information about the U.S. embolectomy market. The Client also received valuable information about its’ own and competitors’ position in the market. Furthermore, the study made it possible for the Client to develop and implement a roadmap for improved penetra-tion and future growth.
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 RESEARCHCustom Market AnalysisCompetitive Intelligence
Longitudinal Tracking of Inter-ventional Stroke Cath Lab Pro-cedures & Product Utilization
TECHNOLOGY GO / NO GO
North America