USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 Neuronavigation Applied To TMS BACKGROUND 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. SOLUTION The 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 / 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 MARKET PLANNING Pricing Optimization Customer Satisfaction
Case Study: Neuronavigation Applied to TMS
Jun 20, 2015
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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+Studies
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+Studies
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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
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