Case Study: Longitudinal Tracking of Interventional Stroke Cath Lab Procedures & Product Utilization

USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT A market-leading Client in endovascular stroke treatment wished to study trends related to embolectomy procedures in the U.S. neuro cath lab environment. The longitudinal information desired by the Client was specifically related to interventional case volumes, case mix, treatment product utilization, and institutional demographics. The initial challenge was to determine if neuro cath lab managers or hospital administra- tors had access to the data needed for the study. Secondarily, it had to be ascertained that these individuals would be willing to participate in a study spanning five quarters and what type of incentive would be required to ensure their long-term participation. SOLUTION The MarkeTech Group (TMTG) first recommended a qualitative feasibility step to determine if the proper data was available and if the appropriate hospital management was willing to participate based on to-be-determined incentives. Once five (5) exploratory telephone interviews validated adequate participation, TMTG moved into the longitudinal data collection phase of the project. A one-quarter Pilot step confirmed the qualitative findings and four additional quarters of data were collected from approximately 50 partici- pating U.S. hospitals. This data was analyzed and reported quarterly to allow the Client to extract the key information being sought. Results were used by the Client to understand important market trends, case statistics, and product utilization. Specifically, the data collected and presented allowed the Client to: • Analyze interventional care management trends for acute ischemic stroke treatment – procedure volumes and treatment mix by case type • Assess product utilization – own products vs. competitors – case share, penetration by case type, revenue share • Identify biggest market opportunities – underperforming products, needed customer communication related to outcome data and targeted product messag- ing Overall, the collected and analyzed data provided the Client with in-depth and detailed information about the U.S. embolectomy market. The Client also received valuable information about its’ own and competitors’ position in the market. Furthermore, the study made it possible for the Client to develop and implement a roadmap for improved penetration and future growth. 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 Custom Market Analysis Competitive Intelligence Longitudinal Tracking of Inter- ventional Stroke Cath Lab Pro- cedures & Product Utilization 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: Longitudinal Tracking of Interventional Stroke Cath Lab Procedures & Product Utilization

Page 1: Case Study: Longitudinal Tracking of Interventional Stroke Cath Lab Procedures & Product Utilization

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

BACKGROUND

CHALLENGE

IMPACT

A market-leading Client in endovascular stroke treatment wished to study trends related to embolectomy procedures in the U.S. neuro cath lab environment. The longitudinal information desired by the Client was specifically related to interventional case volumes, case mix, treatment product utilization, and institutional demographics.

The initial challenge was to determine if neuro cath lab managers or hospital administra-tors had access to the data needed for the study. Secondarily, it had to be ascertained that these individuals would be willing to participate in a study spanning five quarters and what type of incentive would be required to ensure their long-term participation.

SOLUTIONThe MarkeTech Group (TMTG) first recommended a qualitative feasibility step to deter-mine if the proper data was available and if the appropriate hospital management was willing to participate based on to-be-determined incentives. Once five (5) exploratory telephone interviews validated adequate participation, TMTG moved into the longitudinal data collection phase of the project. A one-quarter Pilot step confirmed the qualitative findings and four additional quarters of data were collected from approximately 50 partici-pating U.S. hospitals. This data was analyzed and reported quarterly to allow the Client to extract the key information being sought.

Results were used by the Client to understand important market trends, case statistics, and product utilization. Specifically, the data collected and presented allowed the Client to: • Analyze interventional care management trends for acute ischemic stroke

treatment – procedure volumes and treatment mix by case type • Assess product utilization – own products vs. competitors – case share,

penetration by case type, revenue share • Identify biggest market opportunities – underperforming products, needed

customer communication related to outcome data and targeted product messag-ing

Overall, the collected and analyzed data provided the Client with in-depth and detailed information about the U.S. embolectomy market. The Client also received valuable information about its’ own and competitors’ position in the market. Furthermore, the study made it possible for the Client to develop and implement a roadmap for improved penetra-tion and future growth.

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