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