Case Study: Understanding Stroke Patients Management Differences Among Segments

USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT The Client, a mid-size company focused on stroke treatment and intervention techniques, works with stroke centers to provide new options for acute stroke therapy. To understand stroke patient management differences among segments of neurologists. The Client wanted to determine neurologists’ awareness and reaction to a clot retrieval technique, as well as their willingness to prescribe the mechanical therapeutic approach. SOLUTION The MarkeTech Group (TMTG) conducted 12 In-Depth Interviews (IDIs) and 3 focus groups in different markets with neurologists to assess their awareness, perception, and opinion about clot retrieval techniques. During those interviews, participants were asked to explain current stroke patient management and level of interest in trying new therapies. A concept video was shown to obtain the reaction of the focus group participants and to gain an understanding of their potential willingness to prescribe this technology to a specific group of patients. In addition to the qualitative research, TMTG conducted an online survey with 120 neurologists to quantify initial findings. Neurologists were segmented by adoption readi- ness (cluster analysis). Also, TMTG conducted a longitudinal intra-observer analysis to assess the impact of messaging; in particular, a web-based seminar conducted by KOLs. The Client was able to identify the first group of neurologists to receive the initial messaging campaign. The survey data and TMTG analysis also defined the clinical data required to maximize the technology adoption. In addition, other factors driving adoption were assessed, implemented, and addressed in the Client’s marketing plan. For example, stroke centers with a 24/7 interventional lab was more willing to adopt the clot retrieval technique. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY 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 AND PLANNING Custom Market Analysis Market Mix Analysis Understanding Stroke Patient Management Differences Among Segments TECHNOLOGY GO / NO GO North America

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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: Understanding Stroke Patients Management Differences Among Segments

Page 1: Case Study: Understanding Stroke Patients Management Differences Among Segments

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

BACKGROUND

CHALLENGE

IMPACT

The Client, a mid-size company focused on stroke treatment and intervention techniques, works with stroke centers to provide new options for acute stroke therapy.

To understand stroke patient management differences among segments of neurologists. The Client wanted to determine neurologists’ awareness and reaction to a clot retrieval technique, as well as their willingness to prescribe the mechanical therapeutic approach.

SOLUTIONThe MarkeTech Group (TMTG) conducted 12 In-Depth Interviews (IDIs) and 3 focus groups in different markets with neurologists to assess their awareness, perception, and opinion about clot retrieval techniques. During those interviews, participants were asked to explain current stroke patient management and level of interest in trying new therapies. A concept video was shown to obtain the reaction of the focus group participants and to gain an understanding of their potential willingness to prescribe this technology to a specific group of patients.

In addition to the qualitative research, TMTG conducted an online survey with 120 neurologists to quantify initial findings. Neurologists were segmented by adoption readi-ness (cluster analysis). Also, TMTG conducted a longitudinal intra-observer analysis to assess the impact of messaging; in particular, a web-based seminar conducted by KOLs.

The Client was able to identify the first group of neurologists to receive the initial messag-ing campaign. The survey data and TMTG analysis also defined the clinical data required to maximize the technology adoption. In addition, other factors driving adoption were assessed, implemented, and addressed in the Client’s marketing plan. For example, stroke centers with a 24/7 interventional lab was more willing to adopt the clot retrieval technique.

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