Medical Device New Product Launch Spine Surgeons

Background

• International medical device manufacturer launching new spine surgery device.

Key Objective

• To assess usage profile of new technology against competing practices and solutions
• To measure market uptake
• To determine sales strategy

Scope

• US
• Germany, France

Approach

• Internal client investigation
• Qualitative interviews with spine surgeons
• Quantitative web based survey with spine surgeons
• Interviews with individuals involved in assessing the cost benefit of the new technology

Output

• Market uptake model
• Sales strategy and resource requirements
• Positioning strategy