整型外科：顧客連繫

Plastic Surgery - The Customer Connection: How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education

出版商	Valid Results, Inc
出版日期	2006年11月	商品編碼	55679
內容資訊	英文 39 pages
價格	US $ 3500 Hard Copy (Single User License) US $ 3500 PDF by E-mail (Single User License) US $ 3500 PDF On CD-ROM (Single User License) US $ 4200 Hard Copy (Global Site License) US $ 4200 PDF by E-mail (Global Site License) US $ 4200 PDF On CD-ROM (Global Site License)

簡介
相關商品

整型外科：顧客連繫 是由出版商Valid Results, Inc在2006年11月所出版的。這份英文市場調查報告書包含39 pages 價格從美金3500起跳。

The results feature a summary of surgeons' experience with, and perceptions of, sales reps and professional education. Also included is a summary of advertising and training preferences, as well as an overview of attitudes regarding product adoption. A multivariate derived metric provides for a relative comparison and positioning of the featured companies.

The results of the data analysis reveal the frequency and value of sales representatives' visits vary across the featured companies. Some company reps are seen multiple times in a year and others may only be seen once a year, if at all. The perceived value of sales reps visits also varies across the featured companies. Participation in company sponsored education events is popular and while the value of these events varies, overall, they could all be improved. The analysis also indicates the plastic surgeon population may be effectively segmented based on their preferred methods for learning about new products as, well as their preferences for learning new techniques or methods.

The information has applicability to sales, professional education, communications, advertising, as well as other business functions.

Methodology and Purpose of this Research

100 American Medical Association (AMA) board certified plastic surgeons were randomly selected from a list of 6300 surgeons to participate in a self-administered questionnaire (SAQ) featured on the internet. Upon completion of the SAQ, 20 of the participants were selected to participate in a follow-up depth interview conducted via the telephone.

The purpose of the study is to provide information relative to sales and professional education to help companies improve their performance in these critical areas.

Measurement Objectives

Measurement on specific items of topical or general interest
- Sales rep visits and preferences
  - Sales reps seen in a typical month
  - Sales reps seen from individual companies
    - Allergan
    - Bard / Davol
    - BioForm
    - Byron Medical
    - Candela
    - Ethicon
    - Implantech
    - Inamed
    - Integra
    - Medicis
    - Mentor
    - Spectrum
    - Thermage
    - Tyco
  - Surgeon impressions of sales rep visit
- Professional education experience and preferences
  - Professional education events
  - Quality of events attended
- Advertising awareness and preferences
  - Surgeon preferences for learning about new products
    - Internet
    - Journals
    - Conventions
    - Sales reps
    - Company sponsored events
    - Colleagues
    - Multimedia (CD/DVD)
    - Academic environment (University, Grand rounds, etc.)
  - Surgeons preferences for learning new methods / Techniques / Treatments
- Marketing practices
  - Print advertising (magazine, newspaper, billboard, yellow pages)
  - TV advertising
  - Radio
  - Web site or internet
  - Networking / Developing additional referring physicians
  - Educational seminars / Q & A sessions for public
  - Community activities or charitable involvement
  - Contact with workers comp case managers
  - Contact with large companies in local area
- Information source practices
  - Internet
  - Medical journals
    - Profile surgeons based on attitudes
- Attitudes on specific product considerations

Introduction & Report Overview
- Abstract
- Measurement Objectives
- Sample Design & DistributionMeasurement & Data Collection Design
- How to read this report
Executive Summary & Key Findings
Detailed Findings
- I. Medical Sales Representatives seen by Plastic Surgeons
  - a. # of times sales reps are seen in a typical month (for any company)
  - b. Frequency of specific sales rep visits for each of the listed companies
    - i. Allergan
    - ii. Bard / Davol
    - iii. BioForm
    - iv. Byron Medical
    - v. Candela
    - vi. Ethicon
    - vii. Implantech
    - viii. Inamed
    - ix. Integra
    - x. Medicis
    - xi. Mentor
    - xii. Spectrum
    - xiii. Thermage
    - xiv. Tyco
  - c. Quality of information presented in sales rep meetings for specific companies
    - (New and Valuable)
    - (New, Not Valuable)
    - (Not New, Valuable)
    - (Neither New nor Valuable)
    - i. Allergan
    - ii. Bard / Davol
    - iii. BioForm
    - iv. Byron Medical
    - v. Candela
    - vi. Ethicon
    - vii. Implantech
    - viii. Inamed
    - ix. Integra
    - x. Medicis
    - xi. Mentor
    - xii. Spectrum
    - xiii. Thermage
    - xiv. Tyco
  - d. How often do plastic surgeons prefer to be seen by sales reps
    - i. Weekly
    - ii. 2 Times per Month
    - iii. Monthly
    - iv. 3-4 Times per Year
    - v. 1 Time per Year or Less
    - vi. Never
    - vii. Only When I Request
    - viii. Only When They Have New Products or Information to Share
- II. Professional Medical Education for Plastic Surgeons
  - a. How many professional education events do plastic surgeons attend annually
  - b. How often do plastic surgeons attend events by the following companies
    - i. Allergan
    - ii. Bard / Davol
    - iii. BioForm
    - iv. Byron Medical
    - v. Candela
    - vi. Ethicon
    - vii. Implantech
    - viii. Inamed
    - ix. Integra
    - x. Medicis
    - xi. Mentor
    - xii. Spectrum
    - xiii. Thermage
    - xiv. Tyco
  - c. What is the quality of the professional education events attended by plastic surgeons
    - (Poor)
    - (Needs Improvement)
    - (About Average)
    - (Good)
    - (Excellent)
    - i. Allergan
    - ii. Bard / Davol
    - iii. BioForm
    - iv. Byron Medical
    - v. Candela
    - vi. Ethicon
    - vii. Implantech
    - viii. Inamed
    - ix. Integra
    - x. Medicis
    - xi. Mentor
    - xii. Spectrum
    - xiii. Thermage
    - xiv. Tyco
- III. Information Sources for Plastic Surgeons
  - a. Plastic Surgeons preferences for learning about new products
    - i. Internet
    - ii. Journals
    - iii. Conventions
    - iv. Sales reps
    - v. Company sponsored events
    - vi. Colleagues
    - vii. Multimedia (CD/DVD)
    - viii. Academic environment (University, Grand rounds, etc.)
  - b. Plastic Surgeons preferences for learning about new methods, techniques, treatments
    - i. Internet
    - ii. Journals
    - iii. Conventions
    - iv. Sales reps
    - v. Company sponsored events
    - vi. Colleagues
    - vii. Multimedia (CD/DVD)
    - viii. Academic environment (University, Grand rounds, etc.)
  - c. What are the marketing practices of Plastic Surgeons
    - i. Print advertising (magazine, newspaper, billboard, yellow pages)
    - ii. TV advertising
    - iii. Radio
    - iv. Web site or internet
    - v. Networking / Developing additional referring physicians
    - vi. Educational seminars / Q & A sessions for public
    - vii. Community activities or charitable involvement
    - viii. Contact with workers comp case managers
    - ix. Contact with large companies in local area
  - d. Time spent on internet & reading medical journals for professional purposes
- IV. Plastic Surgeon Attitudes
  - What are plastic surgeons level of agreement with featured product statements
    - (Strongly Disagree)
    - (Disagree)
    - (Slightly Disagree)
    - (Neutral)
    - (Slightly Agree)
    - (Agree)
    - (Strongly Agree)
    - i. I am pleased with the quality of the products I currently use in surgery
    - ii. I prefer performing surgery over consulting with patients
    - iii. I am committed to monitoring emerging products and methods in my field
    - iv. Cost is a very important consideration when I select products
    - v. I believe medical manufacturers understand the needs of the surgeon
    - vi. I will not try a new product unless it is supported with published clinical evidence
    - vii. I am very specific regarding my product preferences and will request a specific product
    - viii. I like to try new products and procedures / methods
    - ix. I tend to stick with products and am reluctant to adopt the “latest and greatest”
    - x. My peers influence my selection of products, methods or techniques
    - xi. Patient requests influence my decision to try new products or treatments
    - xii. I believe direct to consumer advertising is effective for cosmetic procedures
    - xiii. I believe too many resources are expended on refining or developing products for which there is no pressing need
    - xiv. The influence of surgeons in hospital purchasing is increasing
    - xv. I am unlikely to request a product not on contract with the hospital/ facility
    - xvi. For the most part I believe all approved medical products are the same
Conclusion
- Recommendations
- Suggested Analysis
About the Author / Valid Results

Table of Figures

Figure A-1 Geographical Spread of Respondents
Table 1-1 Sales Reps Seen in an Average Month
Figure 1-1 Sales Rep Visits per Month
Figure 1-2 Sales Rep Visits (Histogram)
Table 1-2 Sales Reps Seen in the Last 12 Months (by company)
Figure 1-3 Average Sales Rep Visits pet Year
Figure 1-4 Percentage Selecting 1 or More Visits
Table 1-3 Impressions of Information Provided Suring Sales Rep Visits
Figure 1-5 Standardized Information Ratings (sales rep visits)
Table 1-4 Preferred Frequency of Sales Rep Visits
Figure 1-6 Preferred Frequency of Sales Rep Visits
Table 2-1 Company Sponsored Professional Education Events Attended in an Average Year
Figure 2-1 # of Professional Education Events Attended (Pie Chart)
Table 2-2 Specific Sponsored Events Attended
Figure 2-2 % Surgeons Attending Featured Company Sponsored Education Events
Figure 2-3 Quality Ratings of Specific Sponsored Events Attended
Table 2-4 Standardized Scores for Quality Ratings of Specific Sponsored Events Attended
Figure 2-4 Professional Education Events - Standardized Derived Ratings
Table 3-1 Information Sources for New Products
Table 3-2 Information Sources for New Methods, Techniques and Treatments
Figure 3-1 Preferred Sources of Learning - New Products vs. New Methods
Table 3-3 Current Marketing Activities
Table 3-4 Average Time (hours) Spent Reading Journals and on internet
Figure 3-2 Average hours on the internet and reading journals
Table 4-1 Level of Agreement with Product Statements