Unlocking the Orthopedic Surgery Market: Understanding Orthopedic Surgeons' Behaviors, Attitudes and Perceptions

Unlocking the Orthopedic Surgery Market: Understanding Orthopedic Surgeons' Behaviors, Attitudes and Perceptions published by Valid Results, Inc in December, 2006. This report consists of 202 pages and the price starts from US $ 15000.

Introduction

Abstract

Orthopedic Surgery - Unlocking the Orthopedic Surgery Market

Introduction:

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.

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.

Measurement Objectives

• Profile surgeons by demographics
  • Years in practice
  • Primary hospitals / Surgery centers / Private offices
  • Surgical - Operating rooms / Suites
  • Surgeon gender
• Measure number of procedures by category
  • Minimally invasive
  • Invasive
• Measure number of procedures by type
  • Knee injection
  • Knee arthroscopy
  • Open knee repair
  • Total knee replacement
  • Partial knee replacement
  • Knee revision
  • Hip injection
  • Hip arthroscopy
  • Total hip replacement
  • Partial hip replacement
  • Hip revision
  • Shoulder injection
  • Shoulder arthroscopy
  • Open shoulder repair
• Estimate procedures performed at various locations / Sites of care
  • Hospital
  • Ambulatory / Surgery center
  • Private office
• Measure self-reported procedural trends
  • Increase from past year
  • Decrease from past year
  • No change from last year
• Measure of number of patients seen
  • Overall / Typical month
  • Elective
  • Arthritis patients
  • Trauma patients
• Measure number of consultations vs. elective procedural outcomes
• Measure self-reported patient trends
• Measure patient characteristics
  • Repeat patients
    • Treated by surgeon
    • Treated by another surgeon
  • Age
  • Gender
  • Race
• Measurement on specific items of topical or general interest
  • Sales rep visits and preferences
    • Sales reps seen in a typical month
    • Sales reps seen from individual companies
      • 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
    • Surgeon impressions of sales rep visit
  • Professional education experience and preferences
    • Professional education events
    • Quality of events attended
  • Advertising awareness and preferences
    • Surgeon preferences for learning about new products
      • Internet
      • Journals
      • Conventions
      • Sales reps
      • Company sponsored events
      • Colleagues
      • Multimedia (CD/DVD)
      • Academic environment (University, Grand rounds, etc.)
    • Surgeons preferences for learning new methods / Techniques / Treatments
  • Marketing practices
    • Print advertising (Magazine, Newspaper, Billboard, Yellow pages)
    • TV advertising
    • Radio
    • Web site or internet
    • Networking / Developing additional referring physicians
    • Educational seminars / Q & A sessions for public
    • Community activities or charitable involvement
    • Contact with workers comp case managers
    • Contact with large companies in your (the surgeon' s) area
  • Information source practices
    • Internet
    • Medical journals
• Profile surgeons based on attitudes
  • Attitudes on specific product considerations
• 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 comorbidities
  • Patient lifestyle
• Explore the potential value of selected considerations (choice-based measures)

Estimate the influence of various considerations in determining patient satisfaction

• Importance of various considerations in determining product preferences
  • Rating of featured considerations
  • Importance weighting of various categories of considerations
    • Product quality
    • Pricing
    • Innovation
    • Training / Continuing education
    • Sales reps
    • Surgeon support / Customer service
    • Clinical data
    • Business assistance (marketing, advertising)
• Manufacturer awareness and experience
  • 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
• Measure overall perception of manufacturers (top-of-mind word associations)
  • First-to-mind product for various manufacturers (listed above)
  • Manufacturers associated with featured considerations
    • Traditional
    • Up and coming
    • Declining
    • Cutting edge
    • Flexible
    • Professional
    • Established
• Measure manufacturers' relative positioning
  • Best medical device company overall
  • Worst medical device company overall
• Measure overall perceived performance of featured companies (listed on previous page)
• Measure perceived performance of featured companies on various considerations
  • Product quality
  • Pricing
  • Innovation
  • Training / Continuing education
  • Sales reps
  • Surgeon support / Customer service
  • Clinical data
  • Business assistance (marketing, advertising)
• Identify market opportunities based on gaps in importance and perceived performance
• Measure product use by frequency and importance
  • 3 most frequently used products / Brands (overall) (unaided)
    • Loyalty to most frequently used product
    • Satisfaction with most frequently used product
  • 3 most important products / Brands (overall) (unaided)
• Measure product use by procedure category and product category
  • Minimally invasive procedures
    • Most frequently used skin closure product (unaided)
  • Open / Invasive procedures
    • Most frequently used skin closure product (unaided)
    • Most frequently used fixation / Anchor product (unaided)
    • Post operative pain therapy product (unaided)
  • Knee replacement procedures
    • Most frequently used implant (unaided)
  • Hip replacement procedures
    • Most frequently used implant (unaided)
• Measure product awareness and experience by product category
  • Power tools
    • Aesculap (OrthoPilot Navigation System)
    • Arthrex tools (OPES, Retrodrill, other)
    • ConMed Corp / Linvatec (Envision, IM3200, other)
    • Corin Group PLC (LARS, Wayfinder, other)
    • Smith & Nephew Endoscopy (EFLEX)
    • Smith & Nephew Orthopaedic (PowerPlus)
  • Instruments
    • Arthrex instruments
    • ArthroCare instruments
    • DePuy Mitek instruments
    • DePuy Orthopaedic instruments
    • Smith & Nephew Endoscopy instruments
    • Zimmer instruments
  • Anchors / Fixation
    • Arthrex (Bio-transfix, RetroScrew, other)
    • ArthroCare (Bilock)
    • ConMed / Linvatec (Bio Mini-revo, Ultrsorb, other)
    • DePuy Mitek (Milagro, Intrafix, other)
    • DePuy Orthopaedic (Polyax, TK2, other)
    • Smith & Nephew Endoscopy (Bioraptor, Twinfix, other)
    • Stryker Orthopaedic (Wichita)
  • Skin Closure
    • Arthrex (Tissue tak, TigerWire, other)
    • DePuy Mitek (Orthocord)
    • Dermabond topical skin adhesive
    • Ethicon sutures
    • Indermil topical skin adhesive
    • Smith & Nephew Endoscopy (UltraBraid, DuraBraid)
    • Tyco / U.S. Surgical / Davis & Geck sutures
  • Knee Implants
    • Biomet (Oxford, AGC Total Knee, other)
    • J&J / DePuy
    • Smith & Nephew Orthopaedic (Oxinium, Journey, other)
    • Stryker Orthopaedic (Duracon, Scorpio, other)
    • Zimmer (NexGen, Natural Knee II, other)
  • Hip Implants
    • Biomet (Balance Hip System, M2-a, other)
    • J&J / DePuy
    • Smith & Nephew Ortho (Birmingham, Conquest, other)
    • Stryker Ortho (Trident, X3, other)
    • Zimmer (Apollo, FracSure, other)
  • Shoulder Implants
    • Biomet (Bi-angular Bi-Polar, other)
    • Smith & Nephew Orthopaedic (Cofeild, Neer 3)
    • Stryker Orthopaedic (Solar)
    • Wright Medical Group (Olympia)
    • Zimmer (Anatomical shoulder, other)
• Measure likeliness to continue using featured products (loyalty)
• Measure satisfaction with performance of featured products

Table of Contents

ORTHOPEDIC SURGERY- UNLOCKING THE ORTHOPEDIC SURGERY MARKET

• Introduction & Report Overview
• Recommendations
  • A Snapshot of Orthopedic Surgeons Practices, Procedures, Trends and Sites of Care
  • Orthopedic Surgery - The Customer Connection: How to Increase Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
  • Orthopedic Surgery - Customer Value Drivers: Understanding the Value Drivers that Determine Product Preferences
  • The Orthopedic Surgery Opportunity Index- Capitalizing on Market Gaps
  • Orthopedic Surgery - Brand Loyalty: Improving your Competitive Positioning
• Executive Summary
• Key Findings
  • A Snapshot of Orthopedic Surgeons Practices, Procedures, Trends and Sites of Care
  • Orthopedic Surgery - The Customer Connection: How to Increase Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
  • Orthopedic Surgery - Customer Value Drivers: Understanding the Value Drivers that Determine Product Preferences
  • The Orthopedic Surgery Opportunity Index- Capitalizing on Market Gaps
  • Orthopedic Surgery - Brand Loyalty: Improving your Competitive Positioning
• Suggested Analysis
  • A Snapshot of Orthopedic Surgeons Practices, Procedures, Trends and Sites of Care
  • Orthopedic Surgery - The Customer Connection: How to Increase Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
  • Orthopedic Surgery - Customer Value Drivers: Understanding the Value Drivers that Determine Product Preferences
• The Orthopedic Surgery Opportunity Index- Capitalizing on Market Gaps
  • Orthopedic Surgery - Brand Loyalty: Improving your Competitive Positioning
• About Valid Results, Inc.

TABLE OF CONTENTS - 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 / Valid Results

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

TABLE OF CONTENTS - 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
• 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
    • (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
    • ix. I tend to stick with products and am reluctant to adopt the "latest and greatest"
    • x. My peers influence my selection of products, methods or techniques
    • xi. Patient requests influence my decision to try new products or treatments
    • xii. I believe direct to consumer advertising is effective for cosmetic procedures
    • xiii. I believe too many resources are expended on refining or developing products for which there is no pressing need
    • xiv. The influence of surgeons in hospital purchasing is increasing
    • xv. I am unlikely to request a product not on contract with the hospital/ facility
    • xvi. For the most part I believe all approved medical products are the same
• b.

Conclusion

• Recommendations
• Suggested Analysis

About the Author / Valid Results

Table of Figures

• Figure A-1 Geographical Spread of Respondents
• Table 1-1 Sales Reps Seen in an Average Month
• Figure 1-1 Sales Rep Visits per Month (pie chart)
• Figure 1-2 Sales Rep Visits (Histogram)
• Table 1-2 Sales Reps Seen in the Last 12 Months (by company)
• Figure 1-3 Average Sales Rep Visits pet Year
• Figure 1-4 Percentage Selecting 1 or More Visits
• Table 1-3 Impressions of Information Provided Suring Sales Rep Visits
• Figure 1-5 Standardized Information Ratings (sales rep visits)
• Table 1-4 Preferred Frequency of Sales Rep Visits
• Figure 1-6 Preferred Frequency of Sales Rep Visits
• Table 2-1 Company Sponsored Professional Education Events Attended in an Average Year
• Figure 2-1 # of Professional Education Events Attended (Pie Chart)
• Table 2-2 Specific Sponsored Events Attended
• Figure 2-2 % Surgeons Attending Featured Company Sponsored Education Events
• Figure 2-3 Quality Ratings of Specific Sponsored Events Attended
• Table 2-4 Standardized Scores for Quality Ratings of Specific Sponsored Events Attended
• Figure 2-4 Professional Education Events - Standardized Derived Ratings
• Table 3-1 Information Sources for New Products
• Table 3-2 Information Sources for New Methods, Techniques and Treatments
• Figure 3-1 Preferred Sources of Learning - New Products vs. New Methods
• Table 3-3 Current Marketing Activities
• Table 3-4 Average Time (hours) Spent Reading Journals and on internet
• Figure 3-2 Average hours on the internet and reading journals
• Table 4-1 Level of Agreement with Product Statements

TABLE OF CONTENTS - ORTHOPEDIC SURGERY - CUSTOMER VALUE DRIVERS: UNDERSTANDING THE VALUE DRIVERS THAT DETERMINE PRODUCT PREFERENCES

Introduction & Report Overview

• Abstract
• Measurement Objectives
• Sample Design & Distribution
• Measurement & Data Collection Design
• How to read this report

Executive Summary & Key Findings

Detailed Findings

• VIII. Orthopedic Surgeons influential product considerations
  • a. Orthopedic Surgeons product selection influences
    • i. Training required to complete the procedure
    • ii. Patient request for specific treatment / Product / Brand
    • iii. Manufacturer of equipment
    • iv. Size of incision required
    • v. Ease of use / Skill required
    • vi. Time required to complete procedure
    • vii. Time required to return to limited functional activities (mobility/work)
    • viii. Cost to the hospital
    • ix. Patient satisfaction with short-term effect
    • x. Patient satisfaction with long-term effect
    • xi. Speed of recovery
    • xii. Patient post-operative comfort
    • xiii. Patient cost
    • xiv. Cost to the surgeon
    • xv. Published clinical data on efficacy
    • xvi. Surgeon satisfaction with post-operative trauma
    • xvii. Published clinical data on safety
    • xviii. Intra-operative complication rates
    • xix. Post-operative complication rates
    • xx. Patient co-morbidities
    • xxi. Patient lifestyle
  • b. What factors are driving the influences of orthopedic surgeons to choose products
• IX. Conjoint Analysis
  • Importance of product considerations
• X. Patient Satisfaction
  • What considerations are most important to the orthopedic surgeons patient
    • i. Duration of the treatment effect
    • ii. Magnitude of the treatment effect
    • iii. Cost of the treatment
    • iv. Length of physical therapy
    • v. Intensity of physical therapy
    • vi. Lifestyle changes required

Conclusion

• Recommendations
• Suggested Analysis

About the Author / Valid Results

Table of Figures

• A-1 Geographical Spread of Respondents
• Table 1-1 Influences on Product Selection
• Figure 1-1 90% Confidence Intervals of Average Considerations Scores
• Figure 1-2 Influences on Product Selection - Standardized Values
• Figure 1-3 % Selecting Factors Influencing Product Preferences
• Table 1-2 Derived Factors and Considerations
• Figure 2-1 % Selecting Factors Influencing Product Preferences
• Table 2-1 Factors and Levels
• Figure 2-2 Factors Selected Influencing Product Preferences Segmented by Number of Open Procedures Performed
• Table 3-1 Importance of Considerations
• Figure 3-1 Influences on Customer Satisfaction - Standardized Values

TABLE OF CONTENTS - THE ORTHOPEDIC SURGERY OPPORTUNITY INDEX- CAPITALIZING ON MARKET GAPS

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 ortho surgeons in selecting product preference
  • a. Important considerations influencing product preferences for orthopedic 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. Orthopedic 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 Orthopedic Surgery Product Manufacturers
  • a. Orthopedic Surgeons Awareness and experience with featured manufacturers
    • (Unaware)
    • (Aware but don' t use)
    • (Currently use)
    • (Used in the past but discontinued)
    • 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
  • b. Top of mind products for featured manufacturers to orthopedic surgeons
  • c. For orthopedic 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. Orthopedic Surgeons Perceptions of Manufacturer Performance
  • a. Which of these companies is best overall according to orthopedic surgeons
    • 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
  • b. Which of these companies is worst overall according to orthopedic surgeons
    • 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. 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. Relative positioning ratings standardized by featured considerations
  • e. Relative positioning ratings standardized by featured manufacturer
  • f. Derived manufacturer performance ratings by featured considerations

Conclusions

• Recommendations
• Suggested Analysis

About the Author / Valid Results

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 (categorized)
• Table 1-3 Importance of Considerations
• Figure 1-2 90% Confidence Intervals Importance Means
• Table 2-1 Company Product Experience
• Table 2-2 Arthrex - Top of Mind Product
• Table 2-3 ArthroCare Top of Mind Product
• Table 2-4 Biomet Top of Mind Product
• Table 2-5 ConMed / Linvatec Top of Mind Product
• Table 2-6 DePuy Orthopedics (J&J) Top of Mind Product
• Table 2-7 DePuy Mitek (J&J) Top of Mind Product
• Table 2-8 Encore Top of Mind Product
• Table 2-9 Ethicon Top of Mind Product
• Table 2-10 Smith and Nephew Orthopedics Top of Mind Product
• Table 2-11 Smith and Nephew Endoscopy Top of Mind Product
• Table 2-12 Stryker Orthopedic / Howmedica Osteonics Top of Mind Product
• Table 2-13 Stryker Biotech Top of Mind Product
• Table 2-14 Zimmer Top of Mind Product
• Table 2-15 Ortho Development 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 Arthrex Derived Performance
• Figure 3-12 ArthroCare Derived Performance
• Figure 3-13 Biomet Derived Performance
• Figure 3-14 ConMed / Linvatec Derived Performance
• Figure 3-15 DePuy Orthopedics Derived Performance
• Figure 3-16 DePuy Mitek Derived Performance
• Figure 3-17 Encore Derived Performance
• Figure 3-18 Ethicon Derived Performance
• Figure 3-19 Smith and Nephew Orthopedics Derived Performance
• Figure 3-20 Smith and Nephew Endoscopic Derived Performance
• Figure 3-21 Stryker Orthopedics Derived Performance
• Figure 3-22 Stryker Biotech Derived Performance
• Figure 3-23 Zimmer Derived Performance
• Figure 3-24 Ortho Development Derived Performance

TABLE OF CONTENTS - ORTHOPEDIC SURGERY - BRAND LOYALTY: IMPROVING YOUR COMPETITIVE POSITIONING

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. Orthopedic Surgeons Product Use
  • a. 3 most frequently used products / brands by orthopedic surgeons
  • b. Loyalty and satisfaction ratings for those products used by orthopedic surgeons
  • c. Derived value of products/brands used most frequently by orthopedic surgeons
  • d. 3 most important products / brands used by orthopedic surgeons
  • e. Most frequently used product by product type of procedure for orthopedic surgeons
    • i. Skin closure products (in minimally invasive procedures)
    • ii. Skin closure products (in open/invasive procedures)
    • iii. Fixation products
    • iv. Knee implant products
    • v. Hip implant products
    • vi. Post-op pain therapy products
    • V. Orthopedic Surgeons Product Experience
• V.Orthopedic Surgeons experience with featured products
  • i. Power tools
    • 1 Aesculap (OrthoPilot Navigation System)
    • 2 Arthrex tools (OPES, Retrodrill, other)
    • 3 ConMed Corp / Linvatec (Envision, IM3200, other)
    • 4 Corin Group PLC (LARS, Wayfinder, other)
    • 5 Smith & Nephew Endoscopy (EFLEX)
    • 6 Smith & Nephew Orthopaedic (PowerPlus)
  • ii. Instruments
    • 7 Arthrex instruments
    • 8 ArthroCare instruments
    • 9 DePuy Mitek instruments
    • 10 DePuy Orthopaedic instruments
    • 11 Smith & Nephew Endoscopy instruments
    • 12 Zimmer instruments
  • iii. Anchors / Fixation
    • 13 Arthrex (Bio-transfix, RetroScrew, other)
    • 14 ArthroCare (Bilock)
    • 15 ConMed / Linvatec (Bio Mini-revo, Ultrsorb, other)
    • 16 DePuy Mitek (Milagro, Intrafix, other)
    • 17 DePuy Orthopaedic (Polyax, TK2, other)
    • 18 Smith & Nephew Endoscopy (Bioraptor, Twinfix, other)
    • 19 Stryker Orthopaedic (Wichita)
  • iv. Skin Closure
    • 20 Arthrex (Tissue tak, TigerWire, other)
    • 21 DePuy Mitek (Orthocord)
    • 22 Dermabond topical skin adhesive
    • 23 Ethicon sutures
    • 24 Indermil topical skin adhesive
    • 25 Smith & Nephew Endoscopy (UltraBraid, DuraBraid)
    • 26 Tyco / U.S. Surgical / Davis & Geck sutures
  • v. Knee Implants
    • 27 Biomet (Oxford, AGC Total Knee, other)
    • 28 J&J / DePuy
    • 29 Smith & Nephew Orthopaedic (Oxinium, Journey, other)
    • 30 Stryker Orthopaedic (Duracon, Scorpio, other)
    • 31 Zimmer (NexGen, Natural Knee II, other)
  • vi. Hip Implants
    • 32 Biomet (Balance Hip System, M2-a, other)
    • 33 J&J / DePuy
    • 34 Smith & Nephew Ortho (Birmingham, Conquest, other)
    • 35 Stryker Ortho (Trident, X3, other)
    • 36 Zimmer (Apollo, FracSure, other)
  • vii. Shoulder Implants
    • 37 Biomet (Bi-angular Bi-Polar, other)
    • 38 Smith & Nephew Orthopaedic (Cofeild, Neer 3)
    • 39 Stryker Orthopaedic (Solar)
    • 40 Wright Medical Group (Olympia)
    • 41 Zimmer (Anatomical shoulder, other)
• VI. Orthopedic 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 / Valid Results

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 Most Frequently Used Products/Brands by Manufacturer (unaided)
• Table 1-3 Loyalty and Satisfaction Ratings
• Figure 1-2 Loyalty and Satisfaction Ratings
• Table 1-4 Most Important Products Derived Value
• Figure 1-3 Derived Standardized Scores for Products Used Most Frequently
• Table 1-5 Three Most Important Products
• Figure 1-4 Percentage Indicating Most Important Products
• Table 1-6 Three Most Important Products - Derived Values
• Figure 1-5 Relative Importance Derived Standardized Scores
• Table 1-7 Most Frequently Used Skin Closure Products - Minimally Invasive Procedures
• Table 1-8 Most Frequently Used Skin Closure Products - Open Procedures
• Table 1-9 Most Frequently Used Fixation Products
• Table 1-10 Most Frequently Used Knee Replacement Products
• Table 1-11 Most Frequently Used Hip Replacement Products
• Table 1-12 Most Frequently Used Post-Op Pain Therapies
• Table 2-1 Product Experience
• Table 2-2 Product Experience (continued)
• Table 3-1 Product Loyalty and Satisfaction Ratings
• Table 3-2 Product Loyalty and Satisfaction Ratings (continued)
• Table 3-3 Product Loyalty and Satisfaction Ratings (continued)
• Figure 3-1 Satisfaction & Loyalty with Manufacturer' s Instruments
• Figure 3-2 Satisfaction and Loyalty with Manufacturer' s Fixation Products
• Figure 3-3 Satisfaction and Loyalty with Manufacturer' s Closure Products
• Figure 3-4 Satisfaction and Loyalty with Knee Implant Products
• Figure 3-5 Satisfaction and Loyalty with Hip Implant Products
• Figure 3-6 Satisfaction and Loyalty with Shoulder Implant Products
• Figure 3-7 Satisfaction and Loyalty with Leading Manufacturer Product Categories

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