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Unlocking the Orthopedic Surgery Market: Understanding Orthopedic Surgeons' Behaviors, Attitudes and Perceptions
Valid Results, Dec 2006, Pages: 202
Orthopedic surgery is currently a stable market in terms of procedures, methods and patients. There are a couple of exceptions, however. Minimally invasive procedures, and in particular advances in shoulder arthroscopy, have had an impact on surgeon’s practices. While the types of procedures and patients are stable, the number of procedures being performed is increasing. Of the hip, knee and shoulder procedures featured in the research, all were reported to have increased.
The number of patients consulted for hip, knee and shoulder issues that receive a surgical treatment has remained the same. Emerging techniques and surgical methods have not increased the proportion of patients receiving surgery.
A Snapshot of Orthopedic Surgeons’ Practices, Procedures, Trends and Sites of Care
The results feature a summary of orthopedic procedures by category (minimally invasive), type and site of care. Also included is a summary of patient characteristics and trends in converting consultation to procedures.
The results of the analyses indicate orthopedic surgery is a relatively stable market. Minimally invasive procedures have resulted in some changes to the procedures surgeons perform, as well as sites of care; however, it is not dramatic. There is evidence that orthopedic surgeons may be segmented based on the numbers and types of procedures performed, indicating some emerging specialization. Knowledge of the specific segments evolving will be helpful to companies to increase the efficiency and effectiveness of their marketing efforts.
The information has applicability to marketing, sales, advertising, training, professional education, forecasting and other business functions.
Orthopedic Surgery - The Customer Connection - How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
The results feature a summary of surgeons’ experiences with, and perceptions of, sales reps and professional education. A multivariate derived metric provides for a relative comparison and positioning of the featured companies. Also included is a summary of advertising and training preferences, as well as an overview of attitudes regarding product adoption.
The results of the data analyses reveal the frequency and value of sales representatives’ visits vary across the featured companies. Some company reps are seen multiple times in a year and others may only be seen once a year, if at all. The perceived value of sales reps visits also varies across the featured companies. Participation in company sponsored education events is popular and while the value of these events varies, overall, they could all be improved. Surgeons are clear in their preferences for a cadaver lab format, as well as increased convenience (local learning opportunities).
The information has applicability to marketing, sales, professional education, communications, advertising, as well as other business functions.
Orthopedic Surgery - Customer Value Drivers - Understanding the Value Drivers that Determine Surgeons’ Product Preferences
The results feature a summary of surgeons' perceptions regarding the relative influence of various considerations in determining product preferences. A conjoint analysis provides the relative importance, as well as the magnitude of influence for featured factors. Also included are the surgeons' perceptions of the considerations most important in determining patient satisfaction with treatments.
The results of the data analyses identify the considerations most influential in influencing surgeons’ preferences, as well as the determinants of patient satisfaction. The surgeons are clear in identifying safety and efficacy as the primary determinants driving preference. Assuming perceived equality of competing products on safety and efficacy, the data reveal a number of additional discriminating factors driving preferences.
The information has applicability to marketing, product development, research & development, communications, advertising, sales, mergers & acquisitions, and other business functions.
The Orthopedic Surgery Opportunity Index - Capitalizing on Market Gaps Abstract
The results feature a summary of surgeons’ perceptions regarding the importance of specific features in evaluating manufacturers, as well as the relative performance of featured manufacturers. The analysis includes a multivariate metric to compare the relative positioning of competing manufacturers. Also included is a positioning of competitive manufacturers based on the perceived strength of association with listed qualities.
The results of the data analyses indicate there are a number of leading companies currently servicing orthopedic surgeons, but none emerged as dominant. Each of the leading companies featured in the research is rated highest in one to three areas, but rated lower than competing companies in other critical areas. For instance, Arthrex is outstanding in the perceived quality of their products, but they are not rated as high as Zimmer in customer support, another critical consideration.
The information has applicability to marketing, advertising, sales, communications, product launches, forecasting, and strategic planning, as well as other business functions.
Orthopedic Surgery - Brand Loyalty - Improving your Competitive Position Abstract
The results feature a summary of surgeons’ product use and loyalty. Included is a multivariate derived metric estimating the relative value of brands in comparison to competitive products. In addition to the loyalty measure, the report also features a satisfaction measure for each of the featured products.
The results of the data analyses reveal significant market dynamics regarding cross-use of competitive brands and brand switching within some of the product categories. A clear and strong relationship between product use, loyalty and satisfaction is identified. As might be expected, the products used most frequently have the highest satisfaction and loyalty ratings. The relative positioning of products, based on loyalty and satisfaction, identifies the leading companies within various product categories. In spite of the relationship between loyalty and market share there are a select group of companies that have a small number of very satisfied and loyal users. Qualitative commentary provides strategic direction for companies to increase loyalty among their customers.
The information has applicability to marketing, advertising, sales, communications, product launches, product development, and strategic planning, as well as other business functions.
“Unlocking the Orthopedic Surgery Market: Summary Presentation” is provided free of charge with the purchase of this title.
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