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 is a leading manufacturer of digitizers and computed radiology systems.
Recognizing the need to diversify its product and service offering, the Company’s CEO
conceived the launching of a radiology website; a portal designed to concentrate a broad
array of information for imaging managers, radiologists, and technicians.
Before embarking on this “bet-the-company” concept, the CEO and the Board needed an
independent assessment. Results would be the litmus test for the “go/no-go” decision and
would establish the business case. If the business was to be launched, a go-to-market
strategy also needed to be created.
SOLUTION
The MarkeTech Group (TMTG) identified the key Portal elements to test the prospective
target audience. By interviewing radiologists and imaging managers from across the
country, TMTG identified the specific issues to objectively measure. Nearly 300 radiolo-
gists and imaging managers were surveyed to quantify results and develop a general
ranking of the site’s most valued offerings.
The research helped the board of Lumisys invest in what would become the creation of
AuntMinnie.com. Interviews confirmed the need for this web portal, provided that a
sufficient array of offerings was included. The survey further supported the concept and
suggested a pricing strategy according to a tiered approach (i.e., ranging from no charge
for access to charging for high value information). TMTG reported the results to the Board
of Directors, who voted to strongly support the venture. Development of the site began
immediately and was online six months after the AuntMinnie.com project was started.
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
Setting the Business Model of
a Healthcare Portal
TECHNOLOGY GO / NO GO
North America