Visit us on the web: http://www.themarketechgroup.com/?utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies About Us: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40 Contact Us: http://www.themarketechgroup.com/index.php?page=Contact_TMTG&utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies

1. USA
502 Mace Blvd, Suite 15
Davis, CA 95618
United States
Tele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client, a global leader in surgical technology and innovator in procedural improve-
ments across surgical disciplines wanted to receive feedback from its customer base on
how the Company was performing in its key business processes. The goal was to identify
if there were areas for immediate improvements, as well as longer-term service and
product line opportunities.
Anticipating entry of significant new competition, the Client wanted to gain in-depth insight
on overall customer satisfaction for pre-sales, sales, and post-sales activities. The study
was to develop an unbiased baseline assessment of the Client’s performance and to
establish a longitudinal customer satisfaction tracking program administered on an annual
basis.
SOLUTION
To understand the elements that influence satisfaction and dissatisfaction among the
customer base, The MarkeTech Group (TMTG) performed qualitative interviews with 16
Client customers. In addition, the interviews were structured to elicit forward-looking
projections from customers to ensure that a survey design would be relevant for multiple
years. Using this knowledge, TMTG designed a survey that was fielded to over 1200 Client
customers in 14 countries. Data from the survey was used to develop Net Promoter Score
for interactional satisfaction, Importance/Satisfaction plots for relational satisfaction, and
Perceptual Maps for Client vs. Competitor positioning.
The study found that the Client had developed a truly unique and valuable brand among all
surveyed medical specialties. Results also exposed weaknesses that could potentially be
exploited by competitive entrants. In addition, a survey vehicle was validated for multi-year
use to identify and track customer response to strategic initiatives, marketing campaigns,
and operational changes to technical and clinical support programs. Furthermore, strategic
strengths of the Client - to be reinforced for sales success- were identified by TMTG.
EUROPE / FRANCE
3 rue Emile Péhant
44000 Nantes
France
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
South America
Europe
Qualitative Research
Strategic Consulting
Quantitative
Asia
PROFILE
CLIENT TYPE
PROJECT CATEGORY
PRODUCT CREATION
LAUNCH PREPARATION
Medical Device
Medical Imaging
Medical Diagnostics
Medical IT/eHealth
Biotechnologies
Pharmaceuticals
Technology Assessment
Opportunity Analysis
Customer and Product Requirements
Product Concept Testing
Segmentation Analysis
Brand Positioning
Packaging and Materials Testing
Go to Market Planning
Pricing
PRODUCT MONITORING
Customer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCH AND PLANNING
Custom Market Analysis
Market Mix Analysis
Customer Satisfaction and
Loyalty Assessment
TECHNOLOGY GO / NO GO
North America