Orthopedic Surgery - The Customer Connection: How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education

Orthopedic Surgery - The Customer Connection: How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education published by Valid Results, Inc in December, 2006. This report consists of 39 pages and the price starts from US $ 3500.

Introduction

Abstract

Introduction:

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 sales, professional education, communications, advertising, as well as 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 relative to sales and professional education to help companies improve their performance in these critical areas.

Measurement Objectives

• 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

Table of Contents

• Introduction & Report Overview
  • Abstract
  • Measurement Objectives
  • Sample Design & DistributionMeasurement & Data Collection Design
  • How to read this report
• Executive Summary & Key Findings
• Detailed Findings
• I. 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
• II. 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
• III. 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
• IV. 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
• 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

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