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Unlocking the Orthopedic Surgery Market: Understanding Orthopedic Surgeons' Behaviors, Attitudes and Perceptions
Valid Results, December 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.
Introduction & Report Overview
Recommendations
Executive Summary
Key Findings
Suggested Analysis
A SNAPSHOT OF ORTHOPEDIC SURGEONS PRACTICES, PROCEDURES, TRENDS AND SITES OF CARE
Introduction & Report Overview
Abstract
Measurement Objectives
Sample Design & Distribution
Measurement & Data Collection Design
How to read this report
Executive Summary & Key Findings
Detailed Findings
I. Orthopedic Surgeon Demographics
a. Orthopedic Surgeons Years in practice
b. Orthopedic Surgeons Sites of care (where do they perform their procedures)
i. Primary hospitals
ii. Surgery centers
iii. Private offices
c. Orthopedic Surgeon gender
II. Orthopedic Surgeons Procedures
a. Procedures performed by category
i. Minimally invasive
ii. Invasive
b. Surgical procedures performed by type
i. Knee injection
ii. Knee arthroscopy
iii. Open knee repair
iv. Total knee replacement
v. Partial knee replacement
vi. Knee revision
vii. Hip injection
viii. Hip arthroscopy
ix. Total hip replacement
x. Partial hip replacement
xi. Hip revision
xii. Shoulder injection
xiii. Shoulder arthroscopy
xiv. Open shoulder repair
c. Surgical procedures performed at various sites of care
i. Hospital
ii. Ambulatory / Surgery center
iii. Private office
d. Surgical procedural trends
i. Increase from past year
ii. Decrease from past year
iii. No change from last year
III. The Orthopedic Patient Profile
a. Patients seen by condition type (what types of patients are they seeing)
i. Overall / Typical month
ii. Elective
iii. Arthritis patients
iv. Trauma patients
b. Elective/chronic patient treatment types received
c. Elective/chronic patient conversion trends
i. Consultation
ii. Elective Procedural Outcomes
d. Repeat patients treated by surgeon personally vs. another surgeon
e. Patient age
f. Patient gender
g. Patient ethnicity
Conclusions
Recommendations
Suggested Analysis
About the Author
Table of Figures
Figure A-1 Geographical Spread of respondents
Table 1-1 Number of Years in Practice
Figure 1-1 Years in Practice Pie chart (Quartile %)
Figure 1-2 Years in Practice Histogram
Table 1-2 Sites of Care
Table 1-3 Operating Suites
Table 1-4 Other Orthopedic Surgeons
Figure 1-3 Sites of Care Demographic
Table 1-5 Male vs. Female Surgeon Respondents
Figure 1-4 Surgeon Respondent Gender Pie Chart
Table 2-1 Specific Procedures Performed Per Month
Figure 2-1 Number of Specific Procedures Performed Per Month
Table 2-2 Specific Cosmetic Surgical Procedures Performed Per Month
Figure 2-2 Specific Cosmetic Surgical Procedures Performed Per Month
Table 2-3 Variability Factors
Table 2-4 Specific Surgical Procedures Performed at Various Sites of Care
Figure 2-3 Percentage of Specific Surgical Procedures Performed at Various Sites of Care
Table 2-5 Changes to the Number of Featured Surgical Procedures Performed Over the Past Year
Figure 2-4 Net % of Surgeons Reporting an Increase in the Number of Featured Procedures
Table 3-1 Percentage of Patients Seen
Figure 3-1 Percentage of Patients Seen for Specific Categories of Procedures
Table 3-2 Percentage of Hip, Knee and Shoulder Patients Treated and Not Treated
Figure 3-2 Percentage of Patients Seen (pie chart)
Table 3-3 Changes in the Number of Hip, Knee and Shoulder Patients Electing Treatment following Consultation over the Past 2 Years
Figure 3-3 Percentage of Surgeons Who Experienced Changes in the Number of Hip, Knee and Shoulder Patients Electing Treatments Following Consultation Over the Past 2 Years
Table 3-4 Repeat Hip, Knee and Shoulder Patients Treated by Surgeons Personally vs. Other Surgeon
Figure 3-4 Percentage of Elective/Chronic Repeat Hip, Knee and Shoulder Patients Treated Personally by Surgeons vs. Other Surgeons
Table 3-5 Hip, Knee and Shoulder Patients per Age Category
Figure 3-5 Percentage of Elective/Chronic Hip, Knee and Shoulder Patients per Age Category
Table 3-5 Hip, Knee and Shoulder Patient Gender
Figure 3-4 Percentage of Female vs. Male Elective / Chronic Patients
Table 3-6 Hip, Knee and Shoulder Patient Race
Figure 3-7 Percentage of Patients per Race Category
ORTHOPEDIC SURGERY – THE CUSTOMER CONNECTION: HOW TO INCREASE EFFICIENCY AND EFFECTIVENESS OF SALES CALLS, MARKETING AND PROFESSIONAL EDUCATION
Introduction & Report Overview
Abstract
Measurement Objectives
Sample Design & Distribution Measurement & Data Collection Design
How to read this report
Executive Summary & Key Findings
Detailed Findings
IV. Medical Sales Representatives seen by Orthopedic Surgeons
a. # of times sales reps are seen in a typical month (for any company)
b. Frequency of specific sales rep visits for each of the listed companies
i. Arthrex
ii. ArthroCare
iii. Biomet
iv. ConMed / Linvatec
v. DePuy Orthopedics (J&J)
vi. DePuy Mitek (J&J)
vii. Encore
viii. Ethicon
ix. Smith & Nephew Orthopedics
x. Smith & Nephew Endoscopy
xi. Stryker Orthopedic / Howmedica Osteonics
xii. Stryker Biotech
xiii. Zimmer
xiv. Ortho Development
c. Quality of information presented in sales rep meeting for specific companies
(New and Valuable)
(New, Not Valuable)
(Not New, Valuable)
(Neither New nor Valuable)
i. Arthrex
ii. ArthroCare
iii. Biomet
iv. ConMed / Linvatec
v. DePuy Orthopedics (J&J)
vi. DePuy Mitek (J&J)
vii. Encore
viii. Ethicon
ix. Smith & Nephew Orthopedics
x. Smith & Nephew Endoscopy
xi. Stryker Orthopedic / Howmedica Osteonics
xii. Stryker Biotech
xiii. Zimmer
xiv. Ortho Development
d. How often do orthopedic surgeons prefer to be seen by sales reps
i. Weekly
ii. 2 Times per Month
iii. Monthly
iv. 3-4 Times per Year
v. 1 Time per Year or Less
vi. Never
vii. Only When I Request
viii. Only When They Have New Products or Information to Share
V. Professional Medical Education for Orthopedic Surgeons
a. How many professional education events do orthopedic surgeons attend annually
b. How often do orthopedic surgeons attend events by the following companies
i. Arthrex
ii. ArthroCare
iii. Biomet
iv. ConMed / Linvatec
v. DePuy Orthopedics (J&J)
vi. DePuy Mitek (J&J)
vii. Encore
viii. Ethicon
ix. Smith & Nephew Orthopedics
x. Smith & Nephew Endoscopy
xi. Stryker Orthopedic / Howmedica Osteonics
xii. Stryker Biotech
xiii. Zimmer
xiv. Ortho Development
c. What is the quality of the events attended by orthopedic surgeons 25
(Poor)
(Needs Improvement)
(About Average)
(Good)
(Excellent)
i. Arthrex
ii. ArthroCare
iii. Biomet
iv. ConMed / Linvatec
v. DePuy Orthopedics (J&J)
vi. DePuy Mitek (J&J)
vii. Encore
viii. Ethicon
ix. Smith & Nephew Orthopedics
x. Smith & Nephew Endoscopy
xi. Stryker Orthopedic / Howmedica Osteonics
xii. Stryker Biotech
xiii. Zimmer
xiv. Ortho Development
VI. Information Sources for orthopedic surgeons
a. Orthopedic Surgeons Preferences for learning about new products
i. Internet
ii. Journals
iii. Conventions
iv. Sales reps
v. Company sponsored events
vi. Colleagues
vii. Multimedia (CD/DVD)
viii. Academic environment (University, Grand rounds, etc.)
b. Ortho. Surgeons Preferences for learning about new methods, techniques, treatments
i. Internet
ii. Journals
iii. Conventions
iv. Sales reps
v. Company sponsored events
vi. Colleagues
vii. Multimedia (CD/DVD)
viii. Academic environment (University, Grand rounds, etc.)
c. What are the marketing practices of orthopedic surgeons
i. Print advertising (Magazine, Newspaper, Billboard, Yellow pages)
ii. TV advertising
iii. Radio
iv. Web site or internet
v. Networking / Developing additional referring physicians
vi. Educational seminars / Q & A sessions for public
vii. Community activities or charitable involvement
viii. Contact with workers comp case managers
ix. Contact with large companies in your (the surgeon’s) area
d. Time spent on internet & reading medical journals for professional purposes
VII. Orthopedic Surgeon Attitudes
a. Level of agreement with featured product considerations
(Strongly Disagree)
(Disagree)
(Slightly Disagree)
(Neutral)
(Slightly Agree)
(Agree)
(Strongly Agree)
i. I am pleased with the quality of the products I currently use in surgery
ii. I prefer performing surgery over consulting with patients
iii. I am committed to monitoring emerging products and methods in my field
iv. Cost is a very important consideration when I select products
v. I believe medical manufacturers understand the needs of the surgeon
vi. I will not try a new product unless it is supported with published clinical evidence
vii. I am very specific regarding my product preferences and will request a specific product
viii. I like to try new products and procedures / methods
Methodology of this Research
102 American Medical Association (AMA) board certified orthopedic surgeons were randomly selected from a list of 16,100 surgeons to participate in a self-administered questionnaire (SAQ) featured on the internet. Upon completion of the SAQ, 10 of the participants were selected to participate in a follow-up depth interview conducted via the telephone.
-Arthrex
-ArthroCare
-Biomet
-ConMed / Linvatec
-DePuy Orthopedics (J&J)
-DePuy Mitek (J&J)
-Encore
-Ethicon
-Smith & Nephew Orthopedics
-Smith & Nephew Endoscopy
-Stryker Orthopedic / Howmedica Osteonics
-Stryker Biotech
-Zimmer
-Ortho Development
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