Valid Results, Inc.
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PLASTIC 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
100 American Medical Association (AMA) board certified plastic surgeons were randomly selected from a list of 6,300 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.
Understanding Plastic 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 Plastic 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 Plastic 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 analysis results indicate plastic surgery is changing as new cosmetic minimally invasive procedures become more popular. Surgeons are migrating away from traditional treatments and sites of care, to take advantage of the new treatments and the increasing popularity and acceptance of cosmetic treatments. Insurance issues are driving surgeons away from reconstructive procedures and segments are beginning to evolve based on the type of procedures a surgeon performs. There are significant growth opportunities for both surgeons and manufacturers of plastic surgery products.
The results feature a summary of surgeons’ self-reported procedures by category type (non-invasive, minimally invasive, invasive, cosmetic, and reconstructive) and site of care. Also included is a summary of patient characteristics and trends in converting consultations into procedures.
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’ 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.
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 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 analysis identify the considerations most influential in influencing surgeons’ preferences, as well as the determinants of patient satisfaction. Through the use of factor analysis, 5 latent factors underlying surgeons’ preferences are identified and defined. The factors include: treatment efficacy, marketing, ease of use, short term satisfaction and physical/economic pain. The final results provide a means for quantifying the relative influence of considerations shaping surgeons’ preferences and are validated through the use of various analyses.
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 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.
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. 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.
Industry Leaders’ Sales Strategies for Cosmetic Surgeons
The purpose of the study is to provide insight into the sales strategies of industry leaders in the plastic surgery market, as well as the logic driving the strategy.
The findings reveal several key differences in the visitation frequency of sales reps between industry leaders such as Allergan, Mentor, Medicis and Inamed when compared to other medical device companies in the plastic surgery market. These differences are magnified when surgeons are segmented by the number of years they have been in practice since completing residency.
The information has applicability to marketing, sales, advertising, training, professional education, forecasting and other business functions.
