Case Study: CT Premium Product Analysis
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USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT The Client, an international healthcare company and market leader in medical imaging, wanted to optimize its market strategy by quantifying product acceptance and pricing sensitivity to different CT product configurations. The challenge was to determine the key features and benefits of CT products from a Voice-of-the-Customer (VOC) point of view in the premium product category. In order to estimate the Client’s product acceptance, the objective was connected with the need to quantify price sensitivity in different CT product sales scenarios. Study results were to determine guidelines for product positioning and for improvements to the current pricing policy. SOLUTION TMTG’s results allowed the Client to improve its pricing policy and brand positioning. Based on identified preferred customer requirements, the Client made readjustments to the product offer and selected the most appropriate features for the future product launch. 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 CT Premium Product Analysis TECHNOLOGY GO / NO GO North America The Marketech Group (TMTG) conducted a web-based survey that included a closed-format set of questions encompassing institutional characteristics, CT equipment features, and purchasing habits. A choice-based conjoint (CBC) instrument was designed to measure preferences among different product attributes including brand and price in various combinations. TMTG provided market review focusing on both Hospitals and Diagnostic Imaging Centers. A total of 230 institu- tions were surveyed representing 613 different imaging sites. Based on study findings, TMTG was able to recommend an improved product positioning and pricing strategy.
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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: CT Premium Product Analysis
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client, an international healthcare company and market leader in medical imaging, wanted to optimize its market strategy by quantifying product acceptance and pricing sensitivity to different CT product configurations.
The challenge was to determine the key features and benefits of CT products from a Voice-of-the-Customer (VOC) point of view in the premium product category. In order to estimate the Client’s product acceptance, the objective was connected with the need to quantify price sensitivity in different CT product sales scenarios. Study results were to determine guidelines for product positioning and for improvements to the current pricing policy.
SOLUTION
TMTG’s results allowed the Client to improve its pricing policy and brand positioning. Based on identified preferred customer requirements, the Client made readjustments to the product offer and selected the most appropriate features for the future product launch.
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
CT Premium Product Analysis
TECHNOLOGY GO / NO GO
North America
The Marketech Group (TMTG) conducted a web-based survey that included a closed-format set of questions encompassing institutional characteristics, CT equipment features, and purchasing habits. A choice-based conjoint (CBC) instrument was designed to measure preferences among different product attributes including brand and price in various combinations. TMTG provided market review focusing on both Hospitals and Diagnostic Imaging Centers. A total of 230 institu-tions were surveyed representing 613 different imaging sites. Based on study findings, TMTG was able to recommend an improved product positioning and pricing strategy.
