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Orthopedic Surgery - Customer Value Drivers: Understanding the Value Drivers that Determine Surgeons' Product Preferences

Language version:English
Report Type:Marktstudie
Nr of pages:28 pages
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Orthopedic Surgery - Customer Value Drivers: Understanding the Value Drivers that Determine Surgeons' Product Preferences
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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 product development, research & development, communications, advertising, sales, mergers & acquisitions, and other business functions.

Methodology and Purpose 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.

The purpose of the study is to provide information on the relative influence of general product attributes and marketing activities, in order to help companies better understand what drives surgeon preferences.

  • Measure value of product features and considerations
    - Training required to complete the procedure
    - Patient request for specific treatment / Product / Brand
    - Manufacturer of equipment
    - Size of incision required
    - Ease of use / Skill required
    - Time required to complete procedure
    - Time required to return to limited functional activities (mobility/work)
    - Cost to the hospital
    - Patient satisfaction with short-term effect
    - Patient satisfaction with long-term effect
    - Speed of recovery
    - Patient post-operative comfort
    - Patient cost
    - Cost to the surgeon
    - Published clinical data on efficacy
    - Surgeon satisfaction with post-operative trauma
    - Published clinical data on safety
    - Intra-operative complication rates
    - Post-operative complication rates
    - Patient co morbidities
    - Patient lifestyle

  • Explore the potential value of selected considerations (choice-based measures)

  • Estimate the influence of various considerations in determining patient satisfaction

    Report Highlights