PROJECTS
Market Segmentation
Client was looking for a unique way to segment the medical device market to improve the effectiveness of their sales force. We conducted 1-on-1 market research interviews with c-suite executives, analyzed the information with a focus on key dimensions relevant to the clients sales strategy and capabilities, and provided recommendations for how to segment the market and approach representatives from each segment in an effort to win new business.
Unmet Needs Investigation and Whitespace Research
Client requested a thorough analysis of 20 different disease states using secondary market research techniques. Utilized ICD-9 codes by diagnosis and procedure to determine volumes and CAGR. Recommended top 5 disease states to pursue based on growth potential, unmet needs identified, and synergies with existing client technologies.
Job Mapping and Customer Requirement Identification
Conducted extensive interviews of pharmacist, pharmacy technicians, and pharmacy managers to develop a job map for filling and administering a specific medical device. Additionally, data was analyzed to identify customer requirements and aid the client in the development of a next generation product.
Technical Opportunity Assessment
Created an interview questionnaire and conducted 1-on-1 interviews with neurovascular surgeons and combined the results with secondary market information to compile a comprehensive report on the validity of entering a new market with an existing technology. Report included detailed information on disease state, procedures, failure rates, technical challenges associated with entering the new market, and product design change recommendations.