case study: optimizing adoption with human factor analysis
DESCRIPTION
Visit us on the web: 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+StudiesTRANSCRIPT
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client is a specialty pharmaceuticals and medication delivery company focused on developing and manufacturing products that improve the safety and efficacy of patient care. The Company wanted to validate and optimize the product design for maximum patient and prescriber adoption. A product prototype was made available to demonstrate and conduct trials with physicians, nurses, and patients.
The Client wanted to understand how human factors impacted the product’s acceptance and approval. The study also included comparing the utility and value of the Client’s product against competitors’ alternative treatments. In addition, factors impacting adoption by practitioners or patients, as well as any healthcare environmental factors, required in-depth exploration.
SOLUTIONTesting the existing design, The MarkeTech Group (TMTG) implemented human factor analysis with product usability and adoption analysis and provided critical clinical and patient Voice-of-Customer (VOC) feedback. TMTG conducted face-to-face dyads with thirty patients in a controlled environment, as well as multiple focus group sessions with physicians and nurses. During the dyads and focus groups, the prototype was demon-strated and used by participants to gather experiential data from these interactions.
Utilizing the results from the human factor analysis, the Client successfully prepared the product for upcoming clinical trials. In addition, the study enhanced the Client’s under-standing of primary issues driving clinician and patient acceptance of this product, especially compared to competing alternatives. TMTG also provided strategic analysis and tactical recommendations for addressing the multiple stakeholders, implementation roadmap, and key metrics to be satisfied to optimize adoption.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
South AmericaEurope
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORY
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 RESEARCH AND PLANNINGCustom Market Analysis
Market Mix Analysis
Optimizing Adoption with Human Factor Analysis
TECHNOLOGY GO / NO GO
North America