Orthopedic Surgery - Customer Value Drivers: Understanding the Value Drivers that Determine Surgeons' Product Preferences published by Valid Results, Inc in December, 2006. This report consists of 28 pages and the price starts from US $ 3500.
Abstract
Introduction:
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.
Measurement Objectives
- 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
Table of Contents
- Introduction & Report Overview
- Measurement Objectives
- Sample Design & Distribution
- Measurement & Data Collection Design
- How to read this report
- Executive Summary & Key Findings
- Detailed Findings
- I. 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
- II. Conjoint Analysis
- Importance of product considerations
- III. 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
