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Unlocking the Plastic Surgery Market: Understanding Plastic Surgeons' Behaviors, Attitudes and Perceptions
Valid Results, Nov 2006, Pages: 183
Plastic surgery is currently undergoing a dynamic transition. Surgeons are moving their practices away from reconstructive procedures and increasing their cosmetic cases. Increasing insurance difficulties for reconstructive procedures, coupled with technological advancements and cultural acceptance of cosmetic procedures, are driving this change.
There are currently a number of leading companies that dominate the various product categories within plastic surgery. In addition to being used by a majority of surgeons, these companies also have the highest satisfaction, highest loyalty and clearly defined positions within plastic surgery.
A Snapshot of Plastic Surgeons’ Practices, Procedures, Trends and Sites of Care
The results feature a summary of surgeons’ self-reported procedures by category (non-invasive, minimally invasive, invasive, cosmetic, and reconstructive) and site of care. Also included is a summary of patient characteristics and trends in converting consultations into procedures.
The results indicate plastic surgery is changing as new cosmetic minimally invasive procedures become more popular. Surgeons are migrating away from traditional treatments and sites of care, to take advantage of the new treatments and the increasing popularity and acceptance of cosmetic treatments. Insurance issues are driving surgeons away from reconstructive procedures and segments are beginning to evolve based on the type of procedures a surgeon performs. There are significant growth opportunities for both surgeons and manufacturers of plastic surgery products.
The information has applicability to marketing, sales, advertising, training, professional education, forecasting and other business functions.
Plastic 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’ experience 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 analysis 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. The analysis also indicates the plastic surgeon population may be effectively segmented based on their preferred methods for learning about new products as, well as their preferences for learning new techniques or methods.
The information has applicability to marketing, sales, professional education, communications, advertising, as well as other business functions.
Plastic 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 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 identify the considerations most influential in influencing surgeons’ preferences, as well as the determinants of patient satisfaction. Through the use of factor analysis, 5 latent factors underlying surgeons’ preferences are identified and defined. The factors include: treatment efficacy, marketing, ease of use, short term satisfaction and physical/economic pain. The final results provide a means for quantifying the relative influence of considerations shaping surgeons’ preferences and are validated through the use of various analyses.
The information has applicability to marketing, product development, research & development, communications, advertising, sales, mergers & acquisitions, and other business functions.
The Plastic Surgery Opportunity Index: Capitalizing on Market Gaps
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 information has applicability to marketing, advertising, sales, communications, product launches, forecasting, and strategic planning, as well as other business functions.
Plastic Surgery - Brand Loyalty - Improving your Competitive Position
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 analysis reveal a clear and strong relationship between product use, loyalty and satisfaction. 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. 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 Plastic Surgery Market: Summary Presentation” is provided free of charge with this publication.
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