Valid Results, Inc.
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General Topic Reports
Abnormal Uterine Bleeding/Global Endometrial Ablation Reports
Oral Birth Control/Hormone Therapy Reports
Methodology of the Following Reports
100 Ob/Gyn surgeons certified by the American Board of Medical Specialties were randomly selected from a list of over 24,000 Ob/Gyns to participate in a self-administered questionnaire (SAQ) featured on the internet. Upon completion of the SAQ, 20 of the participants were selected to be probed utilizing in-depth, follow-up questions.
The Obstetrics / Gynecology Market: Opportunities for Growth, Customer Retention & Increased Efficiency
This report is comprised of the 5 reports listed below. It is supplemented with an executive summary and comprehensive set of recommendations that consolidates the information from the individual reports and presents key findings in a format that is intuitive and actionable. The investment for this comprehensive report is a substantial cost savings compared to purchasing the 5 reports separately.
Reports included in the comprehensive report:
A Snapshot of the Ob/Gyn Surgery Market
The Customer Connection: How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
Customer Value Drivers: Understanding the Value Drivers that Determine Surgeons’ Product Preferences
The Ob / Gyn Opportunity Index- Capitalizing on Market Gaps
Brand Loyalty: Improving Your Competitive Position
A Snapshot of the Ob / Gyn Surgery Market
The purpose of the study is to provide information on Ob/Gyns’ practices, patient characteristics, procedures performed and future trends. The finding are intended for use at face value and for segmenting the market.
The results feature a summary of Ob/Gyns’ gynecologic procedures, cosmetic procedures and locations where various procedures are performed (i.e. hospital or surgery center, etc.). Also included are the demographic characteristics of both Abnormal Uterine Bleeding/Dysfunctional Uterine Bleeding (AUB/DUB) and birth control patients, the treatments they receive and trends in converting consultations into procedures.
Data analyses indicate Ob/Gyn surgery is changing as new minimally invasive procedures become more popular. Surgeons are migrating away from traditional sites of care and performing an increasing number of procedures in non-hospital settings.
AUB/DUB continues to be one of the conditions most frequently treated by Ob/Gyns, and these treatments are expected to increase. Birth control is another common treatment sought from Ob/Gyns, and many of these patients request specific treatments.
The Customer Connection: How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
The purpose of the study is to provide information relative to sales, marketing and professional education to help companies improve their performance in these critical areas.
The results feature a summary of surgeons’ experience with, and perceptions of, sales reps and professional education. A multivariate derived metric provides for a relative comparison and positioning of the featured companies. Also included is a summary of advertising and training preferences, as well as an overview of attitudes regarding product adoption.
Data analyses 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. Pharmaceutical reps visit with much greater frequency than medical device reps. The perceived value of sales rep 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 information has applicability to sales, professional education, communications, advertising, as well as other business functions.
Customer Value Drivers: Understanding the Value Drivers that Determine Surgeons’ Product Preferences
The purpose of the study is to provide information on the influence of general product attributes and marketing activities, in order to help companies better understand what drives surgeon preferences.
The results feature a summary of surgeons’ perceptions regarding the relative influence of various considerations in determining preferences. A conjoint analysis provides the relative importance, as well as the magnitude of influence for featured factors.
The results of the data analyses identify the considerations most influential in influencing surgeons’ preferences, as well as the determinants of patient satisfaction. Ob/Gyn surgeons are clear in identifying safety and efficacy as the primary determinants driving their preference of products. Assuming perceived equality of competing products on safety and efficacy, the data reveals a number of additional discriminating factors driving preferences.
The information has applicability to marketing, product development, research & development, communications, advertising, sales, mergers & acquisitions, and other business functions.
The Ob / Gyn Opportunity Index- Capitalizing on Market Gaps
The purpose of the study is to develop an overview of the perceived positioning of 21 featured medical device and 16 pharmaceutical companies, as well as the considerations associated with determining a company’s position.
The results feature a summary of Ob/Gyn surgeons’ perceptions on the importance of specific considerations in evaluating manufacturers. Each featured company is positioned based on their performance on the considerations. 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 there are several leading companies currently servicing Ob/Gyns. Among the device companies, Ethicon’s performance is perceived to be highest on all considerations. Berlex Laboratories is perceived to perform highest on 7 of 10 considerations, relative to the featured pharmaceutical companies.
The information has applicability to advertising, sales, communications, product launches, forecasting, and strategic planning, as well as other business functions.
Brand Loyalty: Improving Your Competitive Position
The purpose of the study is to measure experience, satisfaction and loyalty with a variety of products.
The results feature a summary of surgeons’ product use and loyalty. 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.
The information has applicability to marketing, advertising, sales, communications, product launches, product development, and strategic planning, as well as other business functions.
