The Purchasing Influence of Critical Care Nurses

Presented by:

Brian Carlson

The Purchasing Influence of Critical Care Nurses

Information needed:

• Influence on medical device selection

• Benefits of targeting this audience

• Impact on “bottom line”

The Purchasing Influence of Critical Care Nurses

Nurse Categories:

• Nurse Practitioner (NP)

• Physician Assistant (PA)

• Cardiac Catheterization Lab nurse (Cath)

• Operating Room nurse (OR)

The Purchasing Influence of Critical Care Nurses

Research Question:

Are critical care nurses considered to be a key decision maker in the brand selection of a cardiac resynchronization therapy device?

What is CRT?

CRT = cardiac resynchronization therapy

• Treats congestive heart failure

• “Resynchronizes” the heart

• Protects against Sudden Cardiac Death

Research Objectives

• Gauge nurse purchase influence power

• Determine which nurses have the most influence

• Establish nurses medical device brand preferences

Methods

• Random sample of 250 Medtronic Clinical Specialists (CS)

• Online survey sent via e-mail

Response

• 250 Medtronic CS’ surveyed

• 87 completed the survey

• 35% overall response rate

Results

Percent of CS’ who interact daily with nurses:

• Cath Lab 67%

• OR 31%

• NP 19%

• PA 15%

Results

Do nurses have influence on brand selection?

• PA 86% (Some – Great Influence)

• Cath Lab 79% (Some – Great Influence)

• NP 71% (Some – Great Influence)

Answer: Yes

Results

Do nurses have strong brand preferences for medical devices?

• NP 92% (Some – Strong Preference)

• Cath Lab 85% (Some – Strong Preference)

• PA 86% (Some – Strong Preference)

Answer: Yes

Results

Should a marketing investment be made with this nurse audience?

• NP 87% (Agree – Strongly Agree)

• PA 80% (Agree – Strongly Agree)

• Cath Lab 71% (Agree – Strongly Agree)

Answer: Yes

Answer to Research Question

Are critical care nurses considered to be a key decision maker in the brand selection of a cardiac resynchronization therapy device?

For this sample: Yes

Recommendations

• Survey Critical Care nurses

• Budget marketing resources for Critical Care nurses

• Develop small, measurable marketing campaign for each nurse group

Questions?