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Market Research Report
Orthopedic Surgery - Brand Loyalty: Improving your Competitive Position
| Published by |
Valid Results, Inc |
| Published |
December, 2006 |
Product code |
55671 |
| Content info |
54 pages |
| Price |
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Orthopedic Surgery - Brand Loyalty: Improving your Competitive Position published by Valid Results, Inc in December, 2006. This report consists of 54 pages and the price starts from US $ 3500.
Abstract
Introduction:
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 advertising, sales, communications,
product launches, product development, 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 measure experience, satisfaction and loyalty
with a variety of products.
Measurement Objectives
- 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
- 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. Product Use
- a. 3 most frequently used products
- b. Loyalty and satisfaction ratings
- c. Derived value of products/brands used most frequently
- d. 3 most important products used
- e. Most frequently used product by product type
- 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
- II. Product Experience
- Experience with featured products
- III. Product Loyalty
- a. Loyalty and satisfaction ratings
- b. Loyalty and satisfaction positioning
- Conclusions
- Recommendations
- Suggested Analysis
- About the Author / Valid Results
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