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Marketing Research Articles Related to the Medical and Surgical Products

Marketing Research Articles Related to the Medical and Surgical Products

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10 tips for conducting better product research with clinicians

Published
January 2013
Author
Joe Kalinowski
Abstract
When conducting research among clinicians, it's important to consider the unique medical environment and remember that clinicians are people, not just professionals.

Contact lens manufacturer Wesley-Jessen focuses on customer opinion with ongoing research

Published
April 1993
Author
Quirk's Staff
Abstract
As part of its total quality management effort, Wessley-Jessen used a range of research strategies to help improve the company’s performance. It held focus groups with opticians, optometrists and ophthalmologists to determine the service attributes to measure in a mailed survey to its customers. The company then mailed surveys to an extensive customer base. By applying quadrant analysis to the quantitative results, the company was able to determine which areas to concentrate on in its total quality management process. The company also sought input from its own employees.

Designing medical products for the global economy

Published
November 2000
Authors
Tammy Humm Donelson and Bryce G. Rutter
Abstract
Medical products are particularly sensitive to cultural influence because the differences in medical practices throughout the world are considerable. This article discusses designing medical products for the global market using cross-cultural research, including avoiding common pitfalls, when to use cross-cultural research, defining procedures, incorporating a study control, and costs.

For GE Medical Systems each customer is a market of one

Published
October 1993
Author
Jamal Din
Abstract
GE Medical Systems Group used two types of mailed surveys to encourage customers to voice their opinions. The first survey, called the post-installation tracking study, asked for the customer's opinion of the sales process, preinstallation, delivery, installation, training and product performance for their recent purchase. The second survey, the sales and service tracking study, asked the customer to evaluate GE Medical's total account management and service delivery performance.

For Toshiba America Medical Systems, satisfaction research removes uncertainty from customer relationships

Published
October 2010
Author
Catherine M. Wolfe
Abstract
Toshiba America Medical Systems uses a finely-tuned customer satisfaction research process, married with external analyst data, to maintain a handle on customers’ perceptions of company performance.

Study predicts growth in home medical diagnostic market

Published
January 1993
Author
Quirk's Staff
Abstract
Packaged Facts explores the at-home diagnostics market, including blood and urine tests, women's diagnostic tests and blood pressure tests.

Use care, preparation when conducting medical qualitative research

Published
June 2009
Author
Mary S. Hurley
Abstract
Because medical market research respondents are not self-selecting, qualitative researchers are advised to take time to learn about their needs and limitations - emotionally and physically - and do what they can to meet respondents as they are.

Using research to identify the barriers to regulatory approval

Published
October 2013
Author
Andrew Meadow
Abstract
The author explains a method for identifying and mitigating the development risks associated with a regulated health care product’s life cycle.

What marketers and researchers need to know about vaccines

Published
February 2014
Authors
Denise Wong, Michael Feehan, Dylan Johnson, Richard Durante and Lynsie Ranker
Abstract
This article outlines three ways vaccines are different from other pharmaceutical products and offers six tips for establishing a successful business, marketing and research strategy in the category.