USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 Exploring a New MRI Concept BACKGROUND CHALLENGE IMPACT The Client is a leading imaging OEM that offers a wide range of medical imaging products and HCIT solutions. The Client wanted to conduct a general buyer study with initial exploration of a new MRI device concept on 3 continents (5 countries: USA, Germany, UK, China, Japan). The study aimed at gathering “Voice of Customer” (VOC) information on the general MRI market in terms of buyers’ values, benefits pursued and associated product attributes as they develop the features for a new MRI system. The challenge of this strategic marketing research was two-fold: a tight timeline and the requirements for conducting the research in five countries with distinct healthcare systems, MRI installed base, and brand perceptions. The objective was to provide transnational actionable recommendations. SOLUTION The MarkeTech Group (TMTG) developed a mix of qualitative and quantitative methodologies. TMTG conducted more than 50 In-Depth Interviews covering all market segments, organized 8 focus groups and surveyed more than 600 decision-makers involved in MRI device purchases. An advanced survey question- naire designed with CBC conjoint analysis and web-based telemarketing techniques were used to increase response rate and accuracy. Deliverables included in-depth market segmentation, SWOT and in-depth statistical analysis. TMTG provided the Client with findings pertaining to market forecasting, motiva- tional elements analysis, business opportunity assessment, and Critical to Quality analysis. Based on TMTG analysis and recommendations, the Client was able to reposition its product and align its marketing mix to the appropriate segments. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX North America South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY TECHNOLOGY GO / NO GO 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 BUSINESS PLANNING Concept Testing Business Model