case study: neuronavigation applied to tms
DESCRIPTION
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+StudiesTRANSCRIPT
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
Neuronavigation Applied To TMSBACKGROUND
CHALLENGE
IMPACT
The Client wanted to assess a ‘go/no go’ decision concerning the viability of a new Transcranial Magnetic Stimulation (TMS) neuronavigation concept based on recently completed scientific research. Study results would be used to make strategic decisions for product development, marketing, and sales. A product roadmap including recommenda-tions on potential partnerships with active players in the targeted market would also be provided.
The challenge was to understand the practice characteristics and behavior of two pre-defined types of potential users (neurologists and psychiatrists), as well as create an action plan for developing the business, especially considering the fact that TMS therapy clinical validity was still in question.
SOLUTIONThe MarkeTech Group (TMTG) conducted a series of In-Depth Interviews (IDIs) with neurologists and psychiatrists in France, Germany, and USA. In addition, potential business partners were identified and surveyed to assess their interest in the product concept, as well as the conditions for a potential collaboration. Furthermore, secondary data was collected to define the global market size. Final deliverables included key highlights of the primary research efforts, market size estimates, and operational recom-mendations allowing the Client stakeholders to make strategic decisions.
A ‘go’ decision was reached. The product development roadmap and marketing mix were refined based on TMTG’s recommendations. The business plan was revised to optimize the chances for success in subsequent private funding rounds. Ultimately, after potential partners’ identification, TMTG developed appropriate messaging for “pitching” potential partners and trained the entrepreneur for preliminary discussions.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
North AmericaSouth America
Europe
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORYTECHNOLOGY GO / NO GO
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET PLANNINGPricing Optimization
Customer Satisfaction