Case Study: SPECT-CT Perception Analysis in Europe (Win-Loss Challenge)
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USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 SPECT-CT Perception Analysis in Europe (Win-Loss Challenge) BACKGROUND CHALLENGE IMPACT The Client, a prominent international medical company specializing in SPECT-CT technol- ogy, was interested in an analysis to better understand customers’ preferences in the non-diagnostic and diagnostic SPECT-CT market. More specifically, the Client wanted to understand why customers preferred higher-end diagnostic CT SPECT-CT models with marginal added clinical value over the more economical non-diagnostic CT product version. The Client needed to understand the key factors driving the purchases of the more expensive diagnostic SPECT-CT devices over non-diagnostic devices in Europe. Addition- ally, the Client wanted to know how the customers perceived its brand and models and how it compared to the competitors’. SOLUTION The MarkeTech Group (TMTG) developed a two pronged approach. First, In-Depth Interviews (IDIs) were conducted with 12 nuclear department decision makers (physicists/nuclear physicians) to understand any personal or institutional preferences on the CT component. Then, TMTG developed a phone-base survey to interview 80 decision makers across 8 countries in Europe quantifying the percentage of customers who preferred diagnostic versus non-diagnostic CT, as well as measure perception by type of product and brand. The study revealed that a segment of the market was in favour of diagnostic solutions regardless of price. Based on the in-depth analysis provided by TMTG, the Client was able to identify the larger segment to target the non-diagnostic device at the appropriate price using appropriate messaging. 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 PLANNING Pricing Optimization Customer Satisfaction
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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: SPECT-CT Perception Analysis in Europe (Win-Loss Challenge)
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
SPECT-CT PerceptionAnalysis in Europe(Win-Loss Challenge)BACKGROUND
CHALLENGE
IMPACT
The Client, a prominent international medical company specializing in SPECT-CT technol-ogy, was interested in an analysis to better understand customers’ preferences in the non-diagnostic and diagnostic SPECT-CT market. More specifically, the Client wanted to understand why customers preferred higher-end diagnostic CT SPECT-CT models with marginal added clinical value over the more economical non-diagnostic CT product version.
The Client needed to understand the key factors driving the purchases of the more expensive diagnostic SPECT-CT devices over non-diagnostic devices in Europe. Addition-ally, the Client wanted to know how the customers perceived its brand and models and how it compared to the competitors’.
SOLUTIONThe MarkeTech Group (TMTG) developed a two pronged approach. First, In-Depth Interviews (IDIs) were conducted with 12 nuclear department decision makers (physicists/nuclear physicians) to understand any personal or institutional preferences on the CT component. Then, TMTG developed a phone-base survey to interview 80 decision makers across 8 countries in Europe quantifying the percentage of customers who preferred diagnostic versus non-diagnostic CT, as well as measure perception by type of product and brand.
The study revealed that a segment of the market was in favour of diagnostic solutions regardless of price. Based on the in-depth analysis provided by TMTG, the Client was able to identify the larger segment to target the non-diagnostic device at the appropriate price using appropriate messaging.
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
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 PLANNINGPricing Optimization
Customer Satisfaction
