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The Plastic Surgery Opportunity Index: Capitalizing on Market Gaps
Valid Results, November 2006, Pages: 66
Methodology and Purpose of the Research
100 American Medical Association (AMA) board certified plastic surgeons were randomly selected from a list of 6,300 plastic surgeons to participate in a self-administered questionnaire (SAQ) featured on the internet.
The purpose of the study is to provide insight into the sales strategies of industry leaders in the plastic surgery market, as well as the logic driving the strategy.
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 analysis indicate Mentor, Inamed, Ethicon and Allergan are perceived to be superior to the other featured companies. Product efficacy, clinical data and cost are identified as the attributes most important in determining preferences. The relative performance of the companies varies on the featured attributes, as well as their perceived positioning on general considerations. The product surgeons most strongly associate with each featured company is identified, and for some companies the strength of association is much greater.
The information has applicability to advertising, sales, communications, product launches, forecasting, and strategic planning, as well as other business functions.
Introduction & Report Overview
Abstract
Measurement Objectives
-Sample design and distribution
-Measurement & Data Collection design
-How to read this report
Executive Summary & Key Findings
Detailed Findings
I. Importance of various considerations for plastic surgeons in selecting product preference
a. Important considerations influencing product preferences for plastic surgeons
i. Product quality
ii. Pricing
iii. Innovation
iv. Training / Continuing education
v. Sales reps
vi. Surgeon support / Customer service
vii. Clinical data
viii. Business assistance (marketing, advertising)
b. Plastic Surgeons ratings of importance considerations
(1= No Importance…5= Very Important)
i. Product quality
ii. Pricing
iii. Innovation
iv. Training / Continuing education
v. Sales reps
vi. Surgeon support / Customer service
vii. Clinical data
viii. Business assistance (marketing, advertising)
II. Awareness & Associations of Plastic Surgery Product Manufacturers
a. Plastic Surgeons Awareness and experience with featured manufacturers
(Unaware)
(Aware but don’t use)
(Currently use)
(Used in the past but discontinued)
i. Allergan
ii. Bard / Davol
iii. BioForm
iv. Byron Medical
v. Candela
vi. Ethicon
vii. Implantech
viii. Inamed
ix. Integra
x. Medicis
xi. Mentor
xii. Spectrum
xiii. Thermage
xiv. Tyco
b. Top of mind products for featured manufacturers to plastic surgeons
c. For plastic surgeons, which manufacturer comes to mind given the following terms
i. Traditional
ii. Professional
iii. Established
iv. Flexible
v. Up and Coming
vi. Declining
vii. Cutting Edge
III. Plastic Surgeons Perceptions of Manufacturer Performance
a. Which of these companies is the best overall according to plastic surgeons
i. Allergan
ii. Bard / Davol
iii. BioForm
iv. Byron Medical
v. Candela
vi. Ethicon
vii. Implantech
viii. Inamed
ix. Integra
x. Medicis
xi. Mentor
xii. Spectrum
xiii. Thermage
xiv. Tyco
b. Which of these companies is the worst overall according to plastic surgeons
i. Allergan
ii. Bard / Davol
iii. BioForm
iv. Byron Medical
v. Candela
vi. Ethicon
vii. Implantech
viii. Inamed
ix. Integra
x. Medicis
xi. Mentor
xii. Spectrum
xiii. Thermage
xiv. Tyco
c. Manufacturer performance ratings on the following considerations
i. Product quality
ii. Pricing
iii. Innovation
iv. Training / Continuing education
v. Sales reps
vi. Surgeon support / Customer service
vii. Clinical data
viii. Business assistance (marketing, advertising)
d. Derived positioning ratings by featured manufacturers
e. Derived performance ratings by featured considerations
Conclusions
Recommendations
Suggested Analysis
About the Author
Table of Figures
Figure A-1 Geographical Spread of Respondents
Table 1-1 Considerations Influencing Product Preferences
Table 1-2 Categories of Considerations Influencing Product Preferences
Figure 1-1 Top 3 Important Considerations
Table 1-3 Importance of Considerations
Figure 1-2 90% Confidence Intervals Importance Means
Table 2-1 Company Product Experience
Table 2-2 Allergan – Top of Mind Product
Table 2-3 Bard/Davol Top of Mind Product
Table 2-4 Bioform Medical Top of Mind Product
Table 2-5 Byron Medical Top of Mind Product
Table 2-6 Candela Top of Mind Product
Table 2-7 Ethicon Top of Mind Product
Table 2-8 Implantech Top of Mind Product
Table 2-9 Inamed Top of Mind Product
Table 2-10 Integra Top of Mind Product
Table 2-11 Medicis Top of Mind Product
Table 2-12 Mentor Top of Mind Product
Table 2-13 Spectrum Top of Mind Product
Table 2-14 Thermage Top of Mind Product
Table 2-15 Tyco Top of Mind Product
Figure 2-1 Summary of Manufacturer and Product Associations
Table 2-16 Top of Mind Company
Table 2-17 Top of Mind Company continued
Figure 2-2 Relative Positioning of Various Companies
Table 3-1 Best Companies Overall
Table 3-2 Worst Companies Overall
Figure 3-1 90% Confidence Interval Overall Opinion Mean Ratings
Figure 3-2 90% Confidence Interval Quality Mean Rating
Figure 3-3 90% Confidence Interval Pricing Mean Ratings
Figure 3-4 90% Confidence Interval Innovation Mean Ratings
Figure 3-5 90% Confidence Interval Training/Education Means Ratings
Figure 3-6 90% Confidence Interval Sales Rep Mean Ratings
Figure 3-7 90% Confidence Interval Support Mean Ratings
Figure 3-8 90% Confidence Interval Clinical Data Mean Ratings
Figure 3-9 90% Confidence Interval Business Assistance Mean Ratings
Figure 3-10 90% Overall Value Mean Ratings
Figure 3-11 Allergan Derived Performance
Figure 3-12 Bard/Davol Derived Performance
Figure 3-13 BioForm Derived Performance
Figure 3-14 Byron Derived Performance
Figure 3-15 Candella Derived Performance
Figure 3-16 Ethicon Derived Performance
Figure 3-17 Implantech Derived Performance
Figure 3-18 Inamed Derived Performance
Figure 3-19 Integra Derived Performance
Figure 3-20 Medicis Derived Performance
Figure 3-21 Mentor Derived Performance
Figure 3-22 Spectrum Derived Performance
Figure 3-23 Thermage Derived Performance
Figure 3-24 Tyco Derived Performance
The purpose of this research module is to understand the general perceptions plastic surgeons have of manufacturers, as well as the perceived performance of companies relating to specific considerations.
Four companies emerge as the best in the minds of plastic surgeons: Mentor, Ethicon, Inamed and Allergan. All four are rated above average on a minimum of three of the four most important considerations. The considerations of greatest importance in influencing product selection include: product quality, efficacy, clinical data, and cost.
The featured companies vary in the strength of association they have with specific products. Some companies, such as Ethicon, are strongly associated with a single product (sutures). Other companies, such as Bard, are not strongly associated with any single product.
Surgeons effectively discriminate between some companies based on their association with various descriptive terms, while other companies are grouped together. Ethicon is considered “Traditional”, while Inamed and Mentor are considered “Flexible” and “Professional”. Ethicon, Inamed and Mentor share the quality of being considered “Established”. Companies considered “Up & Coming” include: Medicis, Lifecell and Allergan. Byron and Coapt are best described as “Cutting Edge”.
Overall the perception of companies is positive, although some companies (Mentor, Inamed, Ethicon and Allergan) are clearly seen as superior.
Allergan
Bard / Davol
BioForm
Byron Medical
Candela
Ethicon
Implantech
Inamed
Integra
Medicis
Mentor
Spectrum
Thermage
Tyco
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