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Market Research Report
Plastic Surgery - The Customer Connection: How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
| Published by |
Valid Results, Inc |
| Published |
November, 2006 |
Product code |
55679 |
| Content info |
39 pages |
| Price |
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Plastic Surgery - The Customer Connection: How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education published by Valid Results, Inc in November, 2006. This report consists of 39 pages and the price starts from US $ 3500.
Abstract
Introduction:
The results feature a summary of surgeons' experience with, and perceptions
of, sales reps and professional education. Also included is a summary of
advertising and training preferences, as well as an overview of attitudes
regarding product adoption. A multivariate derived metric provides for a
relative comparison and positioning of the featured companies.
The results of the data analysis 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. The analysis also indicates the plastic surgeon population may be
effectively segmented based on their preferred methods for learning about new
products as, well as their preferences for learning new techniques or methods.
The information has applicability to sales, professional education,
communications, advertising, as well as other business functions.
Methodology and Purpose of this Research
100 American Medical Association (AMA) board certified plastic surgeons were
randomly selected from a list of 6300 surgeons to participate in a
self-administered questionnaire (SAQ) featured on the internet. Upon
completion of the SAQ, 20 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
- Allergan
- Bard / Davol
- BioForm
- Byron Medical
- Candela
- Ethicon
- Implantech
- Inamed
- Integra
- Medicis
- Mentor
- Spectrum
- Thermage
- Tyco
- 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 local 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 Plastic 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. Allergan
- ii. Bard / Davol
- iii. BioForm
- iv. Byron Medical
- v. Candela
- vi. Ethicon
- vii. Implantech
- viii. Inamed
- ix. Integra
- x. Medicis
- xi. Mentor
- xii. Spectrum
- xiii. Thermage
- xiv. Tyco
- c. Quality of information presented in sales rep meetings for specific
companies
- (New and Valuable)
- (New, Not Valuable)
- (Not New, Valuable)
- (Neither New nor Valuable)
- i. Allergan
- ii. Bard / Davol
- iii. BioForm
- iv. Byron Medical
- v. Candela
- vi. Ethicon
- vii. Implantech
- viii. Inamed
- ix. Integra
- x. Medicis
- xi. Mentor
- xii. Spectrum
- xiii. Thermage
- xiv. Tyco
- d. How often do plastic 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 Plastic Surgeons
- a. How many professional education events do plastic surgeons attend
annually
- b. How often do plastic surgeons attend events by the following
companies
- i. Allergan
- ii. Bard / Davol
- iii. BioForm
- iv. Byron Medical
- v. Candela
- vi. Ethicon
- vii. Implantech
- viii. Inamed
- ix. Integra
- x. Medicis
- xi. Mentor
- xii. Spectrum
- xiii. Thermage
- xiv. Tyco
- c. What is the quality of the professional education events attended
by plastic surgeons
- (Poor)
- (Needs Improvement)
- (About Average)
- (Good)
- (Excellent)
- i. Allergan
- ii. Bard / Davol
- iii. BioForm
- iv. Byron Medical
- v. Candela
- vi. Ethicon
- vii. Implantech
- viii. Inamed
- ix. Integra
- x. Medicis
- xi. Mentor
- xii. Spectrum
- xiii. Thermage
- xiv. Tyco
- III. Information Sources for Plastic Surgeons
- a. Plastic 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. Plastic 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 Plastic 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 local area
- d. Time spent on internet & reading medical journals for professional
purposes
- IV. Plastic Surgeon Attitudes
- What are plastic surgeons level of agreement with featured product
statements
- (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
- 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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