Case Study: New Contrast Media Injector Acceptability

USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 New Contrast Media Injector Acceptability BACKGROUND CHALLENGE IMPACT The Client, a leading medical imaging company, wishes to develop a contrast injection system. Following a preliminary study conducted by The MarkeTech Group (TMTG) to identify contrast media injecting system key attributes and validation of the most appropri- ate development pathway for a new injector prototype, the Client seeks to finalize technical orientations and features to be included to the injector. The purpose of the study is to finalize concept validation and understand product users and decision influencers’ opinion on the optimal product design and most preferred features. The main objectives were to identify the following: - The global perception of the selected architecture - The value associated to the additional features not part of the study’s first phase - The preferred usage for the designed solution (favored configuration) - The expected price level - The willingness to switch to the new concept SOLUTION TMTG developed a methodology blending face-to-face and tele-In-Depth Interviews (IDIs) in France, Spain, Germany & UK. The IDIs were conducted in person with (8) imaging department decision makers, (8), radiologists and (17) technologists; tele-IDIs were conducted with (8) purchasing and procurement stakeholders. Prior to each interview the respondent was required to complete a companion survey to validate volumes and type of injected procedures being performed. In addition, to successfully position the new system in its competitive environment and validate product acceptance, the respondents were asked to rank current injection solutions. TMTG defined the preferred injector configurations in each investigated country, along with the expected benefits associated with each configuration. TMTG also helped pinpoint the injector’s unique advantage and hierarchized market opportunities. The study validated the relevance of the developed concept and its expected adoption by users. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX North America South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY TECHNOLOGY GO / NO GO PRODUCT CREATION LAUNCH PREPARATION Medical Device Medical Imaging Medical Diagnostics Medical IT/eHealth Biotechnologies Pharmaceuticals Technology Assessment Opportunity Analysis Customer and Product Requirements Product Concept Testing Segmentation Analysis Brand Positioning Packaging and Materials Testing Go to Market Planning Pricing PRODUCT MONITORING Customer Satisfaction and Loyalty Post Launch Acceptance MARKET RESEARCH Custom Market Analysis Competitive Intelligence

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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

Transcript of Case Study: New Contrast Media Injector Acceptability

Page 1: Case Study: New Contrast Media Injector Acceptability

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

New Contrast Media InjectorAcceptabilityBACKGROUND

CHALLENGE

IMPACT

The Client, a leading medical imaging company, wishes to develop a contrast injection system. Following a preliminary study conducted by The MarkeTech Group (TMTG) to identify contrast media injecting system key attributes and validation of the most appropri-ate development pathway for a new injector prototype, the Client seeks to finalize technical orientations and features to be included to the injector.

The purpose of the study is to finalize concept validation and understand product users and decision influencers’ opinion on the optimal product design and most preferred features. The main objectives were to identify the following: - The global perception of the selected architecture - The value associated to the additional features not part of the study’s first phase - The preferred usage for the designed solution (favored configuration) - The expected price level - The willingness to switch to the new concept

SOLUTIONTMTG developed a methodology blending face-to-face and tele-In-Depth Interviews (IDIs) in France, Spain, Germany & UK. The IDIs were conducted in person with (8) imaging department decision makers, (8), radiologists and (17) technologists; tele-IDIs were conducted with (8) purchasing and procurement stakeholders.

Prior to each interview the respondent was required to complete a companion survey to validate volumes and type of injected procedures being performed. In addition, to success-fully position the new system in its competitive environment and validate product accep-tance, the respondents were asked to rank current injection solutions.

TMTG defined the preferred injector configurations in each investigated country, along with the expected benefits associated with each configuration. TMTG also helped pinpoint the injector’s unique advantage and hierarchized market opportunities. The study validated the relevance of the developed concept and its expected adoption by users.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

North AmericaSouth America

Europe

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORYTECHNOLOGY GO / NO GO