Plastic Surgery - Brand Loyalty: Improving your Competitive Position

Plastic Surgery - Brand Loyalty: Improving your Competitive Position published by Valid Results, Inc in November, 2006. This report consists of 35 pages and the price starts from US $ 3500.

Introduction

Abstract

Introduction:

The results feature a summary of surgeons' product use and loyalty. Included is an analysis of the 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 analysis reveal a clear and strong relationship between product use, loyalty and satisfaction. 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. 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

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 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)
    • Loyalty to most frequently used product
    • Satisfaction with most frequently used product
  • 3 most important products / Brands (overall)
• Measure product use by procedure (% use) for share calculations
  • Non-invasive procedures (no needle required)
    • Most frequently used device / Equipment
    • Most frequently used pharmaceutical
    • Most frequently used post-procedure skin therapy product
  • Minimally invasive procedures (needle or small incision required)
    • Most frequently used suture
    • Most frequently used tissue filler / Collagen / Injectable
  • Invasive surgery (incision required)
    • Most frequently used suture
    • Most frequently used implant (breast surgery)
    • Most frequently used implant (facial surgery)
    • Most frequently used post-op pain therapy / Pain device / Pain prescription
    • Most frequently used post-op wound care product

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. Plastic Surgeons Product Use
    • a. 3 most frequently used products / brands by plastic surgeons
    • b. Loyalty and satisfaction ratings for those products used by plastic surgeons
    • c. 3 most important products / brands used by plastic surgeons
    • d. Most frequently used product by type of procedure for plastic surgeons
      • i. Non-invasive (no needle required)
        • 1. Most frequently used device / Equipment
        • 2. Most frequently used pharmaceutical
        • 3. Most frequently used post-procedure skin therapy product
      • ii. Minimally invasive (needle or small incision required)
        • 1. Most frequently used suture
        • 2. Most frequently used tissue filler / Collagen / Injectable
      • iii. Invasive (incision required)
        • 1. Most frequently used suture
        • 2. Most frequently used implant (breast surgery)
        • 3. Most frequently used implant (facial surgery)
        • 4. Most frequently used post-op pain therapy/Pain device/Pain prescription
        • 5. Most frequently used post-op wound care product
  • II. Plastic Surgeons Product Experience
    • Plastic Surgeons Experience with featured products
      • i. Inamed breast implants
      • ii. Mentor breast implants
      • iii. Silimed breast implants
      • iv. Implantech facial implants
      • v. AART facial implants
      • vi. Silimed facial implants
      • vii. Spectrum facial implants
      • viii. Ethicon sutures
      • ix. Tyco / U.S Surgical / Syneture sutures
      • x. Dermabond topical skin adhesive
      • xi. Indermil topical skin adhesive
      • xii. Allergan Botox
      • xiii. Medicis Restylane
      • xiv. BioForm Med Radiesse
      • xv. Lumenis microdermabrasion
      • xvi. Aesthetic Technologies / Parisian Peel microdermabrasion
      • xvii. Candela lasers
      • xviii. Lumenis lasers
      • xix. Byron liposuction equipment
      • xx. Tulip liposuction equipment
      • xxi. Mentor liposuction equipment
      • xxii. Shippert Medical Tech liposuction equipment
      • xxiii. Ethicon EndoSurgery endoscopic instruments
      • xxiv. Integra Life Sciences endoscopic instruments
      • xxv. Shippert Medical endoscopic instruments
      • xxvi. Snowden-Pencer / Cardinal Health endoscopic instruments
  • III. Plastic Surgeons Product Loyalty
    • a. Loyalty and satisfaction ratings
    • i. Continued Use Scale: 1= Very Unlikely to continue use...5= Very Likely to continue use
    • b. Loyalty and satisfaction positioning
    • i. Satisfaction Scale: 1= Very Dissatisfied...5= Very Satisfied
• Conclusions
• Recommendations
• Suggested Analysis
• About the Author / Valid Results

Table of Figures

• Figure A-1 Geographical Spread of Respondents
• Table 1-1 Most Frequently Used Products
• Figure 1-1 Percentage Indicating Products Used Most Frequently
• Table 1-2 Loyalty and Satisfaction Ratings
• Figure 1-2 Loyalty and Satisfaction Ratings
• Table 1-3 Most Frequently Used Products ? Derived Values
• Figure 1-3 Relative Positioning Derived Standardized Scores
• Table 1-4 Three Most Important Products
• Figure 1-4 Percentage Indicating Most Important Products
• Table 1-5 Three Most Important Products ? Derived Values
• Figure 1-5 Relative Importance Derived Standardized Scores
• Table 1-6 Most Frequently Used Products ? Non-Invasive Procedures
• Table 1-7 Most Frequently Used Products ? Minimally Invasive Procedures
• Table 1-8 Most Frequently Used Products ? Invasive Procedures
• Table 2-1 Product Experience
• Table 2-2 Product Experience (continued)
• Table 3-1 Loyalty and Satisfaction Ratings
• Table 3-2 Loyalty and Satisfaction Ratings (continued)

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