Exploring the Concept of Causal Power in a Critical Realist Tradition
Case Study: Exploring a New MRI Concept
1
USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 Exploring a New MRI Concept BACKGROUND CHALLENGE IMPACT The Client is a leading imaging OEM that offers a wide range of medical imaging products and HCIT solutions. The Client wanted to conduct a general buyer study with initial exploration of a new MRI device concept on 3 continents (5 countries: USA, Germany, UK, China, Japan). The study aimed at gathering “Voice of Customer” (VOC) information on the general MRI market in terms of buyers’ values, benefits pursued and associated product attributes as they develop the features for a new MRI system. The challenge of this strategic marketing research was two-fold: a tight timeline and the requirements for conducting the research in five countries with distinct healthcare systems, MRI installed base, and brand perceptions. The objective was to provide transnational actionable recommendations. SOLUTION The MarkeTech Group (TMTG) developed a mix of qualitative and quantitative methodologies. TMTG conducted more than 50 In-Depth Interviews covering all market segments, organized 8 focus groups and surveyed more than 600 decision-makers involved in MRI device purchases. An advanced survey question- naire designed with CBC conjoint analysis and web-based telemarketing techniques were used to increase response rate and accuracy. Deliverables included in-depth market segmentation, SWOT and in-depth statistical analysis. TMTG provided the Client with findings pertaining to market forecasting, motiva- tional elements analysis, business opportunity assessment, and Critical to Quality analysis. Based on TMTG analysis and recommendations, the Client was able to reposition its product and align its marketing mix to the appropriate segments. 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 BUSINESS PLANNING Concept Testing Business Model
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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: Exploring a New MRI Concept
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
Exploring a New MRI Concept
BACKGROUND
CHALLENGE
IMPACT
The Client is a leading imaging OEM that offers a wide range of medical imaging products and HCIT solutions. The Client wanted to conduct a general buyer study with initial exploration of a new MRI device concept on 3 continents (5 countries: USA, Germany, UK, China, Japan). The study aimed at gathering “Voice of Customer” (VOC) information on the general MRI market in terms of buyers’ values, benefits pursued and associated product attributes as they develop the features for a new MRI system.
The challenge of this strategic marketing research was two-fold: a tight timeline and the requirements for conducting the research in five countries with distinct healthcare systems, MRI installed base, and brand perceptions. The objective was to provide transnational actionable recommendations.
SOLUTIONThe MarkeTech Group (TMTG) developed a mix of qualitative and quantitative methodologies. TMTG conducted more than 50 In-Depth Interviews covering all market segments, organized 8 focus groups and surveyed more than 600 decision-makers involved in MRI device purchases. An advanced survey question-naire designed with CBC conjoint analysis and web-based telemarketing techniques were used to increase response rate and accuracy. Deliverables included in-depth market segmentation, SWOT and in-depth statistical analysis.
TMTG provided the Client with findings pertaining to market forecasting, motiva-tional elements analysis, business opportunity assessment, and Critical to Quality analysis. Based on TMTG analysis and recommendations, the Client was able to reposition its product and align its marketing mix to the appropriate segments.
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
BUSINESS PLANNINGConcept TestingBusiness Model
