The Orthopedic Surgery Opportunity Index: Capitalizing on Market Gaps

Published by	Valid Results, Inc
Published	December, 2006	Product code	55670
Content info	66 pages
Price	US $ 3500 Hard Copy (Single User License) US $ 3500 PDF by E-mail (Single User License) US $ 3500 PDF On CD-ROM (Single User License) US $ 4200 Hard Copy (Global Site License) US $ 4200 PDF by E-mail (Global Site License) US $ 4200 PDF On CD-ROM (Global Site License)

Introduction
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The Orthopedic Surgery Opportunity Index: Capitalizing on Market Gaps published by Valid Results, Inc in December, 2006. This report consists of 66 pages and the price starts from US $ 3500.

Introduction

Abstract

Introduction:

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 advertising, sales, communications, product launches, forecasting, and strategic planning, 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 develop an overview of the perceived positioning of featured companies and the considerations associated with determining a company' s position.

Measurement Objectives

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

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

Introduction
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The Orthopedic Surgery Opportunity Index: Capitalizing on Market Gaps

Introduction

Abstract

Introduction:

Methodology and Purpose of this Research

Measurement Objectives

Table of Contents

Table of Figures

Related Reports

Orthopedic Report

Medical Device Market Report by Valid Results, Inc