The Plastic Surgery Opportunity Index: Capitalizing on Market Gaps published by Valid Results, Inc in November, 2006. This report consists of 66 pages and the price starts from US $ 3500.
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 analysis indicate Mentor, Inamed, Ethicon and Allergan
are perceived to be superior to the other featured companies. Product
efficacy, clinical data and cost are identified as the attributes most
important in determining preferences. The relative performance of the
companies varies on the featured attributes, as well as their perceived
positioning on general considerations. The product surgeons most strongly
associate with each featured company is identified, and for some companies the
strength of association is much greater.
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
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 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
- Allergan
- Bard / Davol
- BioForm
- Byron Medical
- Candela
- Ethicon
- Implantech
- Inamed
- Integra
- Medicis
- Mentor
- Spectrum
- Thermage
- Tyco
- 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
Table of Contents
- 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 plastic surgeons in
selecting product preference
- a. Important considerations influencing product preferences for
plastic 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. Plastic 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 Plastic Surgery Product Manufacturers
- a. Plastic Surgeons Awareness and experience with featured
manufacturers
- (Unaware)
- (Aware but don' t use)
- (Currently use)
- (Used in the past but discontinued)
- 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
- b. Top of mind products for featured manufacturers to plastic surgeons
- c. For plastic 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. Plastic Surgeons Perceptions of Manufacturer Performance
- a. Which of these companies is the best overall according to plastic
surgeons
- 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
- b. Which of these companies is the worst overall according to plastic
surgeons
- 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. 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. Derived positioning ratings by featured manufacturers
- e. Derived 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
- Table 1-3 Importance of Considerations
- Figure 1-2 90% Confidence Intervals Importance Means
- Table 2-1 Company Product Experience
- Table 2-2 Allergan ? Top of Mind Product
- Table 2-3 Bard/Davol Top of Mind Product
- Table 2-4 Bioform Medical Top of Mind Product
- Table 2-5 Byron Medical Top of Mind Product
- Table 2-6 Candela Top of Mind Product
- Table 2-7 Ethicon Top of Mind Product
- Table 2-8 Implantech Top of Mind Product
- Table 2-9 Inamed Top of Mind Product
- Table 2-10 Integra Top of Mind Product
- Table 2-11 Medicis Top of Mind Product
- Table 2-12 Mentor Top of Mind Product
- Table 2-13 Spectrum Top of Mind Product
- Table 2-14 Thermage Top of Mind Product
- Table 2-15 Tyco 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 Allergan Derived Performance
- Figure 3-12 Bard/Davol Derived Performance
- Figure 3-13 BioForm Derived Performance
- Figure 3-14 Byron Derived Performance
- Figure 3-15 Candella Derived Performance
- Figure 3-16 Ethicon Derived Performance
- Figure 3-17 Implantech Derived Performance
- Figure 3-18 Inamed Derived Performance
- Figure 3-19 Integra Derived Performance
- Figure 3-20 Medicis Derived Performance
- Figure 3-21 Mentor Derived Performance
- Figure 3-22 Spectrum Derived Performance
- Figure 3-23 Thermage Derived Performance
- Figure 3-24 Tyco Derived Performance
