USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT The Client, a global healthcare company, needed to make a strategic decision on the opportunity to enter the catheter market for Peripheral Arterial Occlusive Disease (PAOD) treatment. The Client wanted to assess the potential utilization rate of a new balloon angioplasty device for PAOD applications in comparison with current treatment options. In addition, the study was to understand the customer’s decision making process when choosing therapy/products and the benefits or disadvantages for marketing a catheter product via a contrast media company vs. a catheter/devices company. Furthermore, the pros and cons of using existing sales channels (established contrast media representatives) vs. new sales channels (specialized sales force dedicated to the catheter business) were to be identified. SOLUTION The MarkeTech Group (TMTG) performed 28 In-Depth Interviews (IDIs) in France, Germany, Italy, Spain, and the United Kingdom with interventional radiologists and cardiologists to validate the product hypothesis that was developed through discussions with key opinion leaders. Following the interviews, TMTG conducted 440 phone surveys in the five countries to analyze clinicians’ acceptance of the product, as well as future utilization. TMTG also provided valuable perceptual maps to understand the type of vendor that would most likely succeed in the commercialization of the product, (catheter vendor, contrast media vendor, med tech device vendor). The results provided the Client with an understanding of the product’s business and market size, as well as identified the distribution channel required to market the product. Based on the findings and TMTG analysis, the Client entered into a leasing agreement with a channel party nine months later. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY 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 RESEARCH AND PLANNING Custom Market Analysis Market Mix Analysis Customer Perception Study TECHNOLOGY GO / NO GO North America