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
Key Drivers and Trends of
Ultrasound Premium Radiology
Market
BACKGROUND
CHALLENGE
IMPACT
The Client, a market leader in Ultrasound and Echo Imaging, noticed a slower growth in
the Premium Ultrasound Radiology market. To maintain leadership position, the Company
wanted to adjust its strategic marketing plan and implement the required changes.
To offer an overall market assessment of the different clinical areas where radiology and
ultrasound win or lose business with competing demand specialties (cardiology, neurology,
OBGYN). To provide a current supply and demand analysis of ultrasound imaging in order
to understand its competitive position vis-à-vis other available imaging modalities. To
understand the future of Premium Radiology Ultrasound by providing the Client with a
qualitative assessment of ultrasound’s future competitive positioning.
SOLUTION
Applying the supply and demand analysis technique, The MarkeTech Group (TMTG)
implemented a two-stage research process. In stage one, TMTG conducted a qualitative
analysis of the supply factors by interviewing six key opinion leaders in ultrasound imaging
and interviewing modality users as well (19 radiologists & 19 managers). From a supply
analysis perspective, TMTG was able to understand both clinical and business factors
driving the growth of premium ultrasound imaging. Stage two focused on demand factors
and relied on the opinions of ten primary care and inpatient clinicians, as well as ten
specialists. TMTG presented a comprehensive review of the market focusing on the major
segments of clinical application and clinical specialties where ultrasound premium would
still play a valuable role. Based on study results, TMTG also recommended an improved
product positioning strategy.
The Client reached a consensus for its next marketing strategic plan and readjusted the
product offering with updated pricing tactics for specific segments. With TMTG’s tactical
recommendations, the Client was able to guide the engineering effort for the next product
platform.
EUROPE / FRANCE
3 rue Emile Péhant
44000 Nantes
France
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
North America
South America
Europe
Qualitative Research
Strategic Consulting
Quantitative
Asia
PROFILE
CLIENT TYPE
PROJECT CATEGORY
TECHNOLOGY GO / NO GO
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 PLANNING
Pricing Optimization
Customer Satisfaction