Market Research for Orthopedic Company Utilizing Ultrasound for Minimally Invasive Treatment
Conduct market research of orthopedic fellowship programs, both surgical and non-surgical, to determine the extent of ultrasound (U/S) training in their curriculum.
Objectives
Determine which programs include U/S training and differences between surgical and non-surgical curriculums.
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Understand the type and focus of U/S training (e.g. diagnostic vs. treatment; specific joints vs. soft tissue) and extent of training.
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Understand industry trends and any upcoming changes to training programs.
Approach
Determination of precise qualitative & quantitative questions for each targeted audience.
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Created digital surveys and collected responses through Survey Monkey.
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Synthesis and interpretation of data and final presentation.
Impact
Helped company understand the challenges they face in introducing their product to both surgical and non-surgical physicians.—Provided information to develop strategic plan for promoting U/S training and target correct audience.