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Plastic Surgery - Brand Loyalty: Improving your Competitive Position
Valid Results, October 2006, Pages: 35
Methodology and Purpose of this Research
100 American Medical Association (AMA) board certified plastic surgeons were randomly selected from a list of 6300 surgeons to participate in a self-administered questionnaire (SAQ) featured on the internet. Upon completion of the SAQ, 20 of the participants were selected to participate in a follow-up depth interview conducted via the telephone.
The purpose of the study is to measure experience, satisfaction and loyalty with a variety of products.
The results feature a summary of surgeons’ product use and loyalty. Included is an analysis of the 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 advertising, sales, communications, product launches, product development, and strategic planning, as well as other business functions.
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. Plastic Surgeons Product Use
a. 3 most frequently used products / brands by plastic surgeons
b. Loyalty and satisfaction ratings for those products used by plastic surgeons
c. 3 most important products / brands used by plastic surgeons
d. Most frequently used product by type of procedure for plastic surgeons
i. Non-invasive (no needle required)
1. Most frequently used device / Equipment
2. Most frequently used pharmaceutical
3. Most frequently used post-procedure skin therapy product
ii. Minimally invasive (needle or small incision required)
1. Most frequently used suture
2. Most frequently used tissue filler / Collagen / Injectable
iii. Invasive (incision required)
1. Most frequently used suture
2. Most frequently used implant (breast surgery)
3. Most frequently used implant (facial surgery)
4. Most frequently used post-op pain therapy/Pain device/Pain prescription
5. Most frequently used post-op wound care product
II. Plastic Surgeons Product Experience
Plastic Surgeons Experience with featured products
i. Inamed breast implants
ii. Mentor breast implants
iii. Silimed breast implants
iv. Implantech facial implants
v. AART facial implants
vi. Silimed facial implants
vii. Spectrum facial implants
viii. Ethicon sutures
ix. Tyco / U.S Surgical / Syneture sutures
x. Dermabond topical skin adhesive
xi. Indermil topical skin adhesive
xii. Allergan Botox
xiii. Medicis Restylane
xiv. BioForm Med Radiesse
xv. Lumenis microdermabrasion
xvi. Aesthetic Technologies / Parisian Peel microdermabrasion
xvii. Candela lasers
xviii. Lumenis lasers
xix. Byron liposuction equipment
xx. Tulip liposuction equipment
xxi. Mentor liposuction equipment
xxii. Shippert Medical Tech liposuction equipment
xxiii. Ethicon EndoSurgery endoscopic instruments
xxiv. Integra Life Sciences endoscopic instruments
xxv. Shippert Medical endoscopic instruments
xxvi. Snowden-Pencer / Cardinal Health endoscopic instruments
III. Plastic Surgeons Product Loyalty
a. Loyalty and satisfaction ratings
i. Continued Use Scale: 1= Very Unlikely to continue use…5= Very Likely to continue use
b. Loyalty and satisfaction positioning
i. Satisfaction Scale: 1= Very Dissatisfied…5= Very Satisfied
Conclusions
Recommendations
Suggested Analysis
About the Author
Table of Figures
Figure A-1 Geographical Spread of Respondents
Table 1-1 Most Frequently Used Products
Figure 1-1 Percentage Indicating Products Used Most Frequently
Table 1-2 Loyalty and Satisfaction Ratings
Figure 1-2 Loyalty and Satisfaction Ratings
Table 1-3 Most Frequently Used Products – Derived Values
Figure 1-3 Relative Positioning Derived Standardized Scores
Table 1-4 Three Most Important Products
Figure 1-4 Percentage Indicating Most Important Products
Table 1-5 Three Most Important Products – Derived Values
Figure 1-5 Relative Importance Derived Standardized Scores
Table 1-6 Most Frequently Used Products – Non-Invasive Procedures
Table 1-7 Most Frequently Used Products – Minimally Invasive Procedures
Table 1-8 Most Frequently Used Products – Invasive Procedures
Table 2-1 Product Experience
Table 2-2 Product Experience (continued)
Table 3-1 Loyalty and Satisfaction Ratings
Table 3-2 Loyalty and Satisfaction Ratings (continued)
Plastic surgeons are loyal to the products they use, but in most cases their use of products are not exclusive. That is, they likely use multiple products from within the same category.
Three product areas are used most frequently: injectables, sutures and breast implants. The suture category has a clear leader in Ethicon, but the other two categories are split between two products being used most frequently. The injectable category features the use of Allergan’s Botox, as well as Medicis’ Restylane. The breast implant category features the use of Mentor products, as well as Inamed products.
Product switching is rare within these categories, but does occur. Approximately 25% of surgeons have switched products within the implant and wound closure categories compared to 5% within the injectable category. Clearly the number of competitive alternative products within a category contributes to the switching dynamics. The motivation for switching is based on the factors previously identified as important in determining product preferences including: efficacy, cost and patient satisfaction.
“If a product doesn't do what the company says it will do and if the cost is more, I won't switch. If it is too expensive, patients won't do it. They do price-shop you know.”
Loyalty and satisfaction are clearly related to product use. The leaders in loyalty are the same products used most frequently within the various product categories including: Allergan’s Botox, Ethicon’s sutures, Medicis’ Restylane, Byron’s liposuction equipment and Inamed’s implants. While reported loyalty is relatively high, there are opportunities for companies to increase product loyalty. Many of these opportunities are based on a financial incentive or reward.
“People are walking away from companies that offer dinners and gifts. We want good priced products that work. There has got to be some type of incentive along with the products (financial incentive for volume purchases).”
“If they make you feel like you are an important customer that is helpful. If the reps take good care of you and make your business important to them. Financial incentives are helpful too.”
Finally, while previous research has minimized the importance of sales reps in shaping product preferences, there are some indications that sales reps may have a profound impact on increasing loyalty. Given the relationship between product use and loyalty, it is clear that sales reps do impact preferences indirectly through increasing loyalty.
“It comes down to individual service, if I have a problem and need to exchange something, the local rep needs to accommodate me. They need to make it easy for me to contact them. The constant rep changes in the area can be frustrating as well. They need to keep continuity with the same reps - that helps.”
Inamed
Silimed
Mentor
Implantech
AART
Spectrum
Ethicon
Tyco
Medicis
Lumenis
BioForm
Aesthetic Technologies
Byron
Tulip
Shippert Medical Technologies
Integra Life Sciences
Snowden-Pencer
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