Valid Results, Inc.
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ORTHOPEDIC SURGEONS
Valid Results’ syndicated reports provide voice of the customer feedback in critical areas with direct applications to your business challenges. If you would like information on any of the listed reports below please contact us at 877-998-2543 or email us at info@getvalidresults.com.
Methodology of the Following Reports
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.
Understanding Orthopedic Surgeons’ Behaviors, Attitudes and Perceptions
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 Orthopedic Surgeons? Practices, Procedures, Trends and Sites of Care
How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education
Understanding the Value Drivers that Determine Surgeons? Product Preferences
The Opportunity Index: Capitalizing on Market Gaps
Brand Loyalty: Improving Your Competitive Position
A Snapshot of Orthopedic Surgeons’ Practices, Procedures, Trends and Sites of Care
The purpose of the study is to provide information on surgical practice characteristics, procedures performed and patient characteristics to be used at face value, as well as in conjunction with other data to segment the market.
The results feature a summary of surgeons’ self-reported procedures by category (minimally invasive), type (hip, knee, shoulder) and site of care. Also included is a summary of patient characteristics and trends in converting consultation to procedures.
The results of the analyses indicate orthopedic surgery is a relatively stable market. Minimally invasive procedures have resulted in some changes to the procedures surgeons perform, as well as sites of care; however, it is not dramatic. There is evidence that orthopedic surgeons may be segmented based on the numbers and types of procedures performed, indicating some emerging specialization. Knowledge of the specific segments evolving will be helpful to companies to increase the efficiency and effectiveness of their marketing efforts.
The information has applicability to sales, advertising, training, professional education, forecasting and other business functions.
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 and professional education to help companies improve their performance in these critical areas.
The results feature a summary of surgeons’ experiences 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.
The results of the 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. 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. Surgeons are clear in their preferences for a cadaver lab format, as well as increased convenience (local learning opportunities).
The information has applicability to sales, professional education, communications, advertising, as well as other business functions.
Understanding the Value Drivers that Determine Surgeons’ Product Preferences
The purpose of the study is to provide information on the relative 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 product preferences. A conjoint analysis provides the relative importance, as well as the magnitude of influence for featured factors. Also included are the surgeons’ perceptions of the considerations most important in determining patient satisfaction with treatments.
The results of the data analyses identify the considerations most influential in influencing surgeons’ preferences, as well as the determinants of patient satisfaction. The surgeons are clear in identifying safety and efficacy as the primary determinants driving preference. Assuming perceived equality of competing products on safety and efficacy, the data reveal a number of additional discriminating factors driving preferences.
The information has applicability to product development, research & development, communications, advertising, sales, mergers & acquisitions, and other business functions.
The Opportunity Index: Capitalizing on Market Gaps
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.
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 analyses indicate there are a number of leading companies currently servicing orthopedic surgeons, but none emerged as dominant. Each of the leading companies featured in the research is rated highest in one to three areas, but rated lower than competing companies in other critical areas. For instance, Arthrex is outstanding in the perceived quality of their products, but they are not rated as high as Zimmer in customer support, another critical consideration.
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.
Orthopedic Surgery: Identifying the Characteristics of Top-Performing Orthopedic Surgeons
This study measures the differences in surgeon’s characteristics. The data shows that surgeons can be segmented into two categories, a group that specializes in total joint replacement surgery and those who are not joint specialists. The total joint category consists of total hip, hip revision, total knee, knee revision and partial knee procedures. Companies will be interested in reaching these top performing surgeons and marketing directly to them. This segmentation essentially captures the top surgeons for the total joint procedures and explores the characteristics of these two segments.
The information has applicability to marketing, sales, advertising, training, professional education, forecasting, and other business functions.
The two groups derived from the data are:
- "Average/Low" performing joint replacement surgeons (70% N=71)
- "High" performing joint replacement surgeons (30% N=31)
