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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