stryker (saurabh nigam)

Identification, evaluation and understand buying behaviour of customers for operating room

tables and lights

Submitted by: Saurabh NigamMBA (Pharm.)NIPER , MohaliSummer Intern Stryker® India

Guided by: Anuj AgrawalMarketing HeadStryker® IndiaGunasekaran JayaramanAssociate Product ManagerStryker® IndIa

2

Study about products

Pilot study

Analysis and verification of data

Deck about products

Review and Input to questionnaires

Market Research

Presentation

8th June 13th -18th June 20th-24th June 25th-27th June 3rd July-2nd Aug 2nd-4th Aug 4th -8th Aug

90

10

8070605040

2030

110100

120

Major player are Berchtold , Maquet , Steris , Stryker , Drager , Schaerer , Dr.Mach and etc

2700 and 2950 units sold every year

108 crores of operating room lights market in India

Indian market dominated by foreign players

SCENARIO OF INDIAN MARKET-2013

130 crores of operating tables market in India

OBJECTIVE

Primary objective:-Identification , evaluation and understand buying behaviour of customers for operating room tables and lights

Secondary objective:-To assess buying behaviour , characteristics preferences , purchasing decision of customers and preference of customers for operating room tables and lights

RESEARCH METHODOLOGY

Type of data – Primary dataResearch type – Conclusive and ExploratoryResearch instrument – QuestionnaireTool of data collection - A market Research Questionnaire with open-ended as well as close-ended questionsMode of data collection - One to one interviewSample Size - 46Type of questionnaire - StructuredInterview technique - In depth interviews were conducted by using probing method for each questionTarget respondents – Anaesthetist , Cardiac surgeons , Neuro surgeons , Ortho surgeons , Onco surgeonsSampling technique – Convinience sampling based on geography in Delhi,Gurgaon,NCR

NUMBER OF HOSPITALS : NUMBER OF BEDS

32%

20%16%

32% No. of Beds

50-150

150-250

250-350

350-450

450 and more

INFERENCES

• Total no of hospitals in sample size are 25

• Hospitals were selected according to geographical convenience and can make true representation of the population

• Bed size of no of the hospitals : 16% hospitals has bed size of 250-350 in the sample

• 20% hospitals has bed size of 250-350 in the sample

• 32% hospitals has bed size of 50-150 beds in the sample size

• 32% hospitals has bed size of more than 450 beds in the sample size

DISTRIBUTION:SPECIALTY

Anesthetists22%

Cardiac surgeons

22%

Ortho surgeons22%

Neuro surgeons24%

Onco surgeons11%

Specialty No . Specialty No .

Anesthetists 10 Neuro surgeons 11

Cardiac surgeons 10 Onco surgeons 5

Ortho surgeons 10

INFERENCES

Sample size n=46 is divided among the specialty according to convenience and availability of surgeons in the hospitals.

5 specialties are targetted i.e. Anesthetists , Cardiac surgeons, Ortho surgeons , Neuro surgeons and Onco surgeons.

QUESTION

1) Procedures performed by health care professionals per month

RELATIVE DISTRIBUTION OF SURGEONS BY NO.OF PROCEDURES PER MONTH

aaINSIGHTS

32% of surgeons performs less than 50 surgeries/month

43% of surgeons performs surgeries in a range of 51-100 surgeries/month

8% of doctors performs more than 300 surgeries/month

<50 51-100 101-150 151-200 201-250 251-300 >3000

2

4

6

8

10

12

14

16

18

Count

No. of procedures/month

No. of doctors

QUESTION

2) Brands of operating room tables and lights which have good products

BRANDS EXPERIENCED BY ANESTHETISTS

Operating tables

Out of sample size of 10 anesthetists,2 anesthetists preferred Berchtold operating tables2 anesthetists preferred Maquet and Hospitech operating tablesAll Indian brands,Savion,Stryker and cognate are preferred by 1 anesthetist

Operating lights Out of sample size of 10 anesthetists,5 anesthetists preferred Berchtold operating lights1 anesthetist preferrred Stryker operating lightsDrager,Hospimedica,Cognate and other brands are preferred by 1 anesthetist

All Indian brands

Berchtold cognate hospitech Maquet savion Stryker

Anesthetist

0

0.5

1

1.5

2

2.5

1

2

1

2 2

1 1

n=10

Berchtold cognate Drager hospimedica Others StrykerAnesthetist

0

1

2

3

4

5

6

5

1 1 1 1 1

n=10

BRANDS EXPERIENCED BY CARDIAC SURGEONS

drager Maquet Seimens Steris StrykerCardiac surgery

00.5

11.5

22.5

33.5

44.5

n=10 Bech

told

cogn

ate

Drag

er

Maq

uet

Seim

ens

simio

n

ster

is

Stry

ker

Cardiac surgery

0

0.5

1

1.5

2

2.5

n=10

Operating tables Operating lights4 cardiac surgeons preferred Maquet operating tables 3 cardiac surgeons preferred Stryker operating tables1 cardiac surgeons preferred Drager,Seimens and Steris operating tables

2 cardiac surgeons preferred Drager and Maquet operating lights1 cardiac surgeon preferred Berchtold and Stryker operating lightsCognate,Siemens,Simion and Steris are preferred by 1 cardiac surgeon

Berchtold cognate janta pharma

Maquet Seimens Stryker

Neuro surgery

0123456

Berchtold cognate Drager janta pharma

Maquet Others Stryker

Neuro surgery

00.5

11.5

22.5

33.5

n=11

BRANDS EXPERIENCED BY NEURO SURGEONS

Operating tables5 neuro surgeons preferred Maquet operating tables2 neuro surgeons preferred Berchtold operating tables Cognate,Jantapharma,Seimens and Stryker are preferred by 1 neuro surgeon

Operating lights3 neuro surgeons preferrred Drager and Maquet operating lights1 neuro surgeon preferred Stryker operating lights1 neuro surgeon preferred Berchtold operating lightsJanta pharma and cognate are preferred by 1 neuro surgeons

n=11

Operating tables Operating lights4 ortho surgeons preferred Stryker operating tables 2 ortho surgeons preferred Maquet operating lights1 ortho surgeons preferred Berchtold,Hospitech,Trivitron and Others operating tables

3 ortho surgeons preferred Maquet operating lights2 ortho surgeons preferred Berchtold and Stryker operating lightsDrager,Hospimedica and others are preferred by 1 ortho surgeon

BRANDS EXPERIENCED BY ORTHO SURGEONS

Berchtold hospitech Maquet Others Stryker trivitronOrtho surgery

0

0.5

1

1.52

2.5

3

3.54

Berc

htol

d

Drag

er

hosp

imed

ica

Maq

uet

Oth

ers

Stry

ker

Ortho surgery

00.5

11.5

22.5

3

n=10 n=10

BRANDS EXPERIENCED BY ONCO SURGEONS

Operating tables

Out of sample size of 5 onco surgeons,2 onco surgeons preferred Cognate operating tables1 onco surgeon preferred Berchtold operating tablesMaquet and Schaerer are preferred by 1 onco surgeon

Operating lights Out of sample size of 5 onco surgeons,1 onco surgeon preferred Berchtold operating lights1 onco surgeon preferrred Cognate,Maquet operating lightsSimion and other brands are preferred by 1 onco surgeon

n=5

Berchtold cognate Maquet schaererOnco surgery

0

0.5

1

1.5

2

2.5

n=5

Berchtold cognate Maquet Others simionOnco surgery

0

0.2

0.4

0.6

0.8

1

1.2

BRANDS EXPERIENCED BY ALL SURGEONS

Operating tables

14

12

8

10

4

6

2

Berchtold Cognate Hospitech Maquet Savion Stryker SchaererSterisSeimensDrager Trivitron Janta Others

No. of times

Brands

0

N=46

Most preferred brand

BRANDS EXPERIENCED BY ALL SURGEONS

Operating lights

14

12

8

10

4

6

2

Berchtold Cognate Hospimedica Maquet Simion Stryker SterisSeimensDrager Janta Others

No. of times

Brands

0n=46

Most preferred brand

3)Features of operating room tables and lights that are important while making purchase decision

QUESTION

0%

2%

4%

6%

8%

10%

Imaging capability

Impo

rtan

ce in

per

cent

age

Patient positioning abilityHeight adjustment

Weight bearing capacity

Battery operated Longitudinal slide

Crash preventionLevelling adjustment Mobile table Others

1 2 3 4 5 6 7 8 9 10

11%

12%

11.3% 11.3% 11.2% 11.2% 10.9% 10.8% 10.8%10.5%

9.8%

FEATURES OF OPERATING TABLE RATED BY CARDIAC SURGEONS

INFERENCES

Most of the cardiac surgeons preferred levelling adjustment(11%) and height adjustment(11%) features are most important for an operating room tables

Second imporatnt features preferred are patient positioning ability and mobile table for an operating table

Others preffered preferred imaging capability,weight bearing capacity and crash prevention are imporatnt fetures(almost approx 11%)

0%

2%

4%

6%

8%

10%

Imaging capability

Impo

rtan

ce in

per

cent

age

longitudinal

slideMobile table Weight bearing

capacityPatient positioning

ability Height

adjustmentCrash preventionLevelling

adjustment Battrey operated Others1 2 3 4 5 6 7 8 9 10

11%

12%

13.8% 12.8% 11.7% 11.7% 11.5% 11.5% 11.5%11.4%

11.3%

FEATURES OF OPERATING TABLE RATED BY ONCO SURGEONS

13%

INFERENCES

Most onco surgeons preferred mobile table (14)%is the most important feature for an operating room tables

Second important feature preferred by onco surgeons is levelling adjustment(13%)

Third important features are battery operated and longitudinal slide(12%)

0%

2%

4%

6%

8%

10%

Imaging capability

Impo

rtan

ce in

per

cent

age

longitudinal



ability Height

adjustment Crash preventionLevelling

adjustment Battrey operated Others1 2 3 4 5 6 7 8 9 10

11%

12%

11.3% 11.3% 11.2% 11.2% 10.9% 10.8% 10.8%10.3%

9.8%

FEATURES OF OPERATING TABLE RATED BY ANESTHETISTS

13%

26

Anesthetist preferred levelling adjustment and height adjustment are the most important features for an operating room tables

Second important feature preferred by anesthetist are Mobile table and patient positioning ability

Imaging capability is also preferred by anesthetist as important feature for an operating room tables

INFERENCES

0%

2%

4%

6%

8%

10%

Imaging capability

Impo

rtan

ce in

per

cent

age

longitudinal



ability Height


adjustment Battrey operatedOthers

1 2 3 4 5 6 7 8 9 10

11%

12%

12.2% 11.7% 11.7% 11.7% 11.2% 10.6% 10.5%10.1%

9.1%

FEATURES OF OPERATING TABLE RATED BY NEURO SURGEONS

13%

28

INFERENCES

Most of the neuro surgeons preferred Levelling adjustment is the most important feature

Neuro surgeons also preferred Height adjustment,battery operated and crash prevention are the most important features for an operating room tables

Weight bearing capacity is also preferred by neuro surgeons for operating room tables

0%

2%

4%

6%

8%

10%

Imaging capability

Impo

rtan

ce in

per

cent

age

longitudinal



ability Height


adjustment Battrey operatedOthers

1 2 3 4 5 6 7 8 9 10

11%

12%

13.4% 13.3% 11.1% 11.05% 10.8% 10.8% 10.8%10.8%

8.7%

FEATURES OF OPERATING TABLE RATED BY ORTHO SURGEONS

13%

30

INFERENCES

Ortho surgeons preferred patient positioning ability is the most important features for an operating room tables

Second important feature preferred by ortho surgeons is imaging capability

0%

2%

4%

6%

8%

10%Impo

rtan

ce in

per

cent

age

1 2 3 4 5 6 7

11%

12%

17.4% 14.5% 13.7% 13.6% 12.8% 12.5% 11.9%

FEATURES OF OPERATING LIGHTS RATED BY ANESTHETISTS

13%

14%

15% 16%

Light field size

Homogenous lights

Shadow free Color select LED Lights Low heat generation Depth of illumination

3.6%

Others8

32

INFERENCES

Anesthetist preferred light field size(17%) is the most important feature for an operating room lights

Second important feature preferred by anesthetist is homogenous light(14%)

Shadow free(13%) is also one of the important feature preferred by anesthetist for an operating room lights

0%

2%

4%

6%

8%

10%Impo

rtan

ce in

per

cent

age

1 2 3 4 5 6 7

11%

12%

14.8% 14.3% 14.2% 13.4% 13.1% 13.03% 12.8%

FEATURES OF OPERATING LIGHTS RATED BY CARDIAC SURGEONS

13%

14%

15% 16%

Light field size

Homogenous lights

Shadow freeColor select LED LightsLow heat generation Depth of illumination

3.7%

Others8

34

INFERENCES

Cardiac surgeons preferred homogenous light(15%) is the most important features for an operating room lights

Second important feature preferred by cardiac surgeons are color select(14%) and shadow free(14%) respectively

Low heat generation(13%) is also preferred by cardiac surgeons as important feature for an operating room lights

0%

2%

4%

6%

8%

10%Impo

rtan

ce in

per

cent

age

1 2 3 4 5 6 7

11%

12%

15.4% 14.4% 14.1% 14.1% 14% 12.8% 12.5%

13%

14%

15% 16%

Light field size

Homogenous lights

Shadow free Color select LED LightsLow heat generation Depth of illumination

2.3%

Others8

FEATURES OF OPERATING LIGHT RATED BY ORTHO SURGEON

36

INFERENCES

Ortho surgeons preferred Shadow free(15%) is the most important features for an operating room lights

Second important feature preferred by ortho surgeons is Color select

Homogenous lights and light field size are other features preferred by anesthetist as important feature for an operating room lights

0%

2%

4%

6%

8%

10%Impo

rtan

ce in

per

cent

age

1 2 3 4 5 6 7

11%

12%

16.1% 15.7% 15.1% 14.9% 13.4% 13.2%

7.5%

13%

14%

15% 16%

Light field size

Homogenous lights


3.8%

Others8

FEATURES OF OPERATING LIGHT RATED BY NEURO SURGEONS

38

INFERENCES

Neuro surgeons preferred homogenous lights (16%) is the most important features for an operating room lights

Second important feature preferred by neuro surgeons is shadow free(15%)

0%

2%

4%

6%

8%

10%Impo

rtan

ce in

per

cent

age

1 2 3 4 5 6 7

11%

12%

13.8% 13.8% 13.8% 12.9% 12.9% 11.8%

11.8%

13%

14%

15% 16%

Light field size

Homogenous lights


3.8%

Others8

FEATURES OF OPERATING LIGHT RATED BY ONCO SURGEONS

40

INFERENCES

Onco surgeons preferred Homogenous lights(14%),Color select(13%),Shadow free(13%) are the most important features for an operating room lights

Second important features preferred by onco surgeons are Low heat generation(13%) and Depth of illumination(13%) respectively

Light field size(12%) and LED lights(12%) are also preferred by anesthetist as important feature for an operating room tables

QUESTION

4)Brands of operating room tables and lights which surgeons prefer to buy in future

BRANDS PREFERENCE BY ANESTHETISTS IN FUTURE

Operating tables

Operating lights

Berchtold50%

Maquet10%

No brand10%

Stryk

er30%

Berchtold50%

Maquet10%

No brand10%

Stryker30%

50% anesthetists preferred Berchtold operating tables in future

30% anesthetists preferred Stryker operating tables in future

10% anesthetists preferred Maquet operating tables in future

50% anesthetists preferred Berchtold operating lightsin future

30% anesthetists preferred Stryker operating lights in future

10% anesthetists preferred Maquet operating lights in future

n=10

n=10

BRANDS PREFERENCE BY CARDIAC SURGEONS IN FUTURE

Operating tables Operating lights

40% cardiac surgeons preferred Maquet operating tables in future30% cardiac surgeons preferred Stryker operating tables in future20% and 10% cardiac surgeons preferred Berchtold and Steris operating tables respectively

50% cardiac surgeons preferred Maquet for operating lights in future20% cardiac surgeons preferred Berchtold operating lights in future10% cardiac surgeons preferred Stryker and Steris operating lights in future

Berchtold20%

Maquet40%

Steris10%

Stryker30%

Berchtold20%

Drager10%

Maquet50%

Steris10%

Stryker10%

n=10 n=10

BRANDS PREFERENCE BY NEURO SURGEONS IN FUTURE

Operating tables64% neuro surgeons preferred Maquet operating tables in future18% neuro surgeons preferred Berchtold operating tables in future 18% neuro surgeons preferred Stryker operating tables in future

Operating lights73% neuro surgeons preferred Maquet operating lights in future9% neuro surgeons preferred Stryker operating lights in future9% neuro surgeons preferred Berchtold operating lights9% neuro surgeons preferred Drager operating lights in future

Berchtold18%

Maquet64%

Stryker18%

Berchtold9%

Drager9%

Maquet73%

Stryker9%

n=11

n=11

Operating tables Operating lights50% ortho surgeons preferred Stryker operating tables in future 30% ortho surgeons preferred Berchtold operating tables in future20% ortho surgeons preferred Maquet operating tables in future

BRANDS PREFERENCE BY ORTHO SURGEONS IN FUTURE

Berchtold30%

Maquet20%

Stryker50%

Berchtold30%

Maquet20%

Stryker50%

50% ortho surgeons preferred Stryker operating lights in future 30% ortho surgeons preferred Berchtold operating lights in future20% ortho surgeons preferred Maquet operating lights in future

n=10 n=10

Operating tables

60% onco surgeons preferred Berchtold operating tables20% onco surgeons preferred Maquet operating tables20% onco surgeons preferred Schaerer operating tables

Operating lights

BRANDS PREFERENCE BY ONCO SURGEONS IN FUTURE

Berchtold60%

Maquet20%

Schaerer20%

Berchtold60%

Maquet20%

Schaerer20% 60% onco surgeons preferred Berchtold

operating lights20% onco surgeons preferred Maquet operating lights20% onco surgeons preferred Schaerer operating lights

n=5

n=5

BRANDS PREFERENCE BY SURGEONS IN FUTURE

33%

33%2%

28%

2% 2%

operating tables

BerchtoldMaquetNo brandStrykerSterisSchaerer

Operating tables

BRANDS PREFERENCE BY SURGEONS IN FUTURE

Operating lights

31%

38%

2%

22%

4% 2%operating lights

BerchtoldMaquetNo brandStrykerDragerSterisCognate

QUESTION

5)Surgical procedures benefited by operating room tables and lights

SURGICAL PROCEDURES

Anesthetist:-

1)Transplantation2)Orthopedic procedures3)Hip and Knee replacements4)Urinal surgeries5)Neuro surgical procedures6)Spine surgeries7)General surgeries8)Joint replacement9)Neural procedures

Cardiac surgery:-

1)Angiography-It is a medical imaging technique used to visualize the inside, or lumen, of blood vessels and organs of the body, with particular interest in the arteries, veins, and the heart chambers.2)Angioplasty-surgical repair or unblocking of a blood vessel, especially a coronary artery3)CABG-Coronary artery bypass grafting (CABG) is a type of surgery that improves blood flow to the heart. Surgeons use CABG to treat people who have severe coronary heart disease (CHD).4)AVR-Aortic Valve Replacement (AVR) through open heart surgery is a common treatment for severe aortic stenosis.5)MICS-Minimal invasive cardiac surgery

SURGICAL PROCEDURES

Neuro surgery:-

1)Congenital surgeries-Congenital heart defect corrective surgery fixes or treats a heart defect that a child is born with.2)Surgeries of tumours3)Epilepsy neurosurgeries-Epilepsy surgery is a procedure that either removes or isolates the area of your brain where seizures begin. It is a treatment option for people whose seizures are not well controlled with medication.4)Neural surgeries

Ortho surgery:-

1)Joint replacement2)Total Knee replacement(TKR)3)Total Hip replacement(THR)4)Knee surgeries5)Sports injuries like tennis elbow surgeries

Onco surgery:-

1)Lumpectomy- Sometimes known as a tylectomy) is a surgical removal of a discrete portion or "lump" of breast, usually in the treatment of malignant tumor or breast cancer2)Lymph node biopsy-Lymph node biopsy is a test in which a lymph node or a piece of a lymph node is removed for examination under a microscope3)Malignant tumours surgeries

QUESTION

6) Recommendation of operating room tables and light by surgeons in last five years

RECOMMENDATION OF PRODUCTS

No Yes No Yes N/A No Yes N/A No Yes N/A No Yes N/AAnesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery

0

1

2

3

4

5

6

7

8

9

Specialty

No.of times

No

Yes

n=46

RECOMMENDATION OF PRODUCTS

Yes35%

No65%

QUESTION

If the operating room tables and lights are recommended by surgeons in last five years then brand name

RECOMMENDATION OF BRANDS

Specialty Brands reco. No.of specialties

Anesthetist All Indian brands 1

No brand 9

Cardiac surgeon Maquet 3

No brand 7

Neuro surgeon Hospitech 1

Maquet 5

No brand 5

Onco surgeon Berchtold 2

No brand 3Ortho surgeon Maquet 1

No brand 9n=46

All I

ndia

n br

ands

no b

rand

maq

uet

no b

rand

hosp

itech

maq

uet

no b

rand

Berc

htol

d

no b

rand

maq

uet

no b

rand

Anesthetist Cardiac surgery

Neuro surgery Onco surgery Ortho surgery

0

1

2

3

4

5

6

7

8

9

10

7)Level of involvement of health care professional in purchasing of operating room tables and lights

QUESTION

LEVEL OF INVOLVEMENT

According to Ortho surgeons22%

20%21%

18%

20%SpecialtyAnesthetistOnco surgeonsNeuro surgeonsCardiac surgeonsGastroenterology

n=10

22% is the level of involvement of anesthetist 21% is the level of involvement of neuro

surgeons 20% is the level of involvement of gastro

surgeons 19% is the level of involvement of onco

surgeons 18% is the level of involvement of cardiac

surgeons

According to neuro surgeons25%

19%19%

19%

18% Specialty

AnesthetistOrtho surgeons

Onco surgeons

Cardiac surgeonsGastroenterology

25% is the level of involvement of anesthetist in purchasing of operating tables and lights

19% each is the level of involvement of ortho surgeons,onco surgeons and cardiac surgeons

18% gastro surgeons play role in purcahsing of operating tables and lightsn=11


According to cardiac surgeon,26% is the level of involvement of anaesthetists

21% onco surgeons play role in purchasing of operating room tables and lights

20% ortho surgeons and 20% gastro surgeons play role in purchasing of operating room tables and lights

13% is the level of involvement of neuro surgeons

According to cardiac surgeons

According to anesthetist According to anesthetists,21% cardiac surgeons and 21% neuro surgeons play role in purchasing of operating room tables and lights

20% ortho surgeons play role in purchasing of operating room tables and lights

19% ontho surgeons and 19% gastro surgeons play role in purchasing of operating room tables and lights

26%

20%21%

13%

20% SpecialtyAnesthetistOrtho surgeonsOnco surgeonsNeuro surgeonsGastroenterology

20%

19%

21%

21%

19%Specialty

AnesthetistOnco surgeonsNeuro surgeonsCardiac surgeonsGastroenterology

n=10

n=10


gg Inference

21% is the level of involvement of anesthetist in purchasing of operating tables and lights

20% is the level of involvement of ortho surgeons in purchasing of operating tables and lights

20% is the level of involvement of cardiac surgeons in purchasing of operating tables and lights

20% is the level of involvement of onco surgeons in purchasing of operating tables and lights

19% is the level of involvement of gastroenterology in purchasing of operating tables and lights

20%

20%

20%

20%

19%specialty

AnesthetistOrtho surgeonsNeuro surgeonsCardiac surgeonsGastroenterology

According to onco surgeons

n-=5

QUESTION

8) What forum provide maximum product information about the products?

PRODUCT INFORMATION

90% of anesthetists preferrred medical conferences as the best forum for maximum product information if

customers wants to purchase operating tables and lights

60% of cardiac surgeons preferred medical conferences as the best forum for maximum product information if customers wants to purchase operating tables and lights

company website medical conferencesAnesthetist

0123456789

10

n=10

add

in m

agaz

ines

com

pany

pro

duct

sym

posiu

m

com

pany

web

site

med

ical c

onfe

renc

es

prod

uct e

xpo

Cardiac surgery

0

2

4

6

n=10

com

pany

pro

duct

sym

posiu

m

com

pany

web

site

med

ical

con

fere

nces

prod

uct e

xpo

Neuro surgery

0246

add in magazines medical conferences product expoOrtho surgery

0

1

2

3

4

5

6

7

8

60% of neuro surgeons preferred medical conferences as the best forum30% of neuro surgeons preffered product expo as the best forum10% each of neuro surgeons preferred company website and com.product symp as the best forum

80% of ortho surgeons preferred medical conferences as the best forum for maximum product information

10% each of ortho surgeons preferred add in magazines and product expo as the best forum for maximum product information

Onco surgery medical con-ferences

00.5

11.5

22.5

33.5

44.5

5

n=5

All the onco surgeons preferred medical conferences as the best forum for maximum product information if customers want to buy operating tables and operating lights

n=11

n=10

64

PRODUCT INFORMATION

74%

4%

7%4% 11%

Medical conferencesAdd in magazinesCompany websiteCompany product sym-posiumProduct expo

QUESTION

9)During a conference , if company display operating room tables and lights at the booth probability of health care professionals to visit these booths

PROBABILITY OF CONFERENCES VISIT

som

ewha

t pro

babl

e

neut

ral

som

ewha

t pro

babl

e

som

ewha

t pro

babl

e

very

pro

babl

e

som

ewha

t pro

babl

e

very

pro

babl

e

som

ewha

t pro

babl

e

very

pro

abab

le

Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery

0

2

4

6

8

10

12

Specialty

No. of times

n=46

Somewhat probable

Very probable

Neutral

PROBABILITY OF CONFERENCES VISIT

91%

7%

2%

somewhat probablevery probableneutral

QUESTION

10)If company organized product symposium and product demos then probability of health care professionals to attend

PROBABILITY OF HEALTH CARE PROFESSIONALS TO ATTENDso

mew

hat p

roba

ble

neut

ral

som

ewha

t pro

babl

e

som

ewha

t pro

babl

e

very

pro

babl

e

som

ewha

t pro

babl

e

very

pro

babl

e

neut

ral

som

ewha

t im

prob

able

som

ewha

t pro

babl

e


0123456789

10

10

1

9 9

2

4

1 1 1

8

n=46

Somewhat probable

Neutral

Very probable

Somewhat improbable

All the anesthetist(Max probability) have probability to attend product demos and product symposium

9 cardiac and neuro surgeons have probability to attend product demos and product symposium

4 onco surgeons and 8 orthopedic surgeons have probability to attend product demos and product symposium

QUESTION

11)Best forum to showcase operating tables and lights for surgeons to understand features and benefits

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50% of anesthetist preferred medical conferences as the best forum for surgeons to understand features of operating tables and lights20% % of anesthetist preferred medical conferences as the best forum for surgeons 10% preferred advertisement and product expo as best forum

50% of cardiac surgeons preferred medical conferences as the best forum for surgeons to understand features of operating tables and lights20% % of cardiac surgeons preferred product expo as the best forum for surgeons

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40% of neuro surgeons preferred product expo as the best forum30% of neuro surgeons preffered medical conferences as the best forum20% each of neuro surgeons preferred company product symp as the best forum

40% of ortho surgeons preferred medical conferences as the best forum for maximum product information

20% each of ortho surgeons preferred product expo as the best forum for maximum product information

40% of ortho surgeons preferred medical conferences as the best forum for maximum product information if customers want to buy operating tables and operating lights

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50% anesthetist preferred medical conferences as the best forum

50% cardiac surgeons preferred medical conferences as the best forum

40% neuro surgeons preferred product expo as the best forum

20% onco surgeons preferred medical conferences as the best forum

40% ortho surgeons preferred medical conferences as the best forum

RECOMMENDED FORUM BY SURGEONS

CONCLUSION

The market for Operating room tables and lights is growing at an accelerated rate with focus on specialized healthcare, with larger expansions by corporate hospital sensing a huge potential in un-tapped Indian masses

Government of India investing in the healthcare sector by opening a large number of institutes across India and initiating better healthcare schemes for common people

The main growth drivers for OT lights and tables are increased specialized surgical interventional procedures and advancement in technology to upgrade the operation room to customized OR or integration OR

Trend in OT lights is toward the innovative combination of multi-facet reflectors with high-tech LED where these facets generate unlimited beam paths for a homogeneous light beam and glare-free light field. Color-cast shadows are reduced to a minimum

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Anesthetists preferred Berchtold operating tables and operating lights Most of the cardiac surgeons preferred Maquet operating tables and Drager operating lights Neuro surgeons are using Maquet operating room tables and Drager operating room lights Stryker operating tables is top most choice for Ortho surgeons may it be replacement surgeries,Total hip

replacement(THR),Total knee replacement(TKR) surgeries and bariatric surgeries Onco surgeons preferred Berchtold operating room lights for their surgical procedures Height adjustment,Mobile table and levelling adjustment are the most demanded fetures in operating room

tables and Homogenous light,Shadow free and Color select are most demanded features in operating room lights

Most of the anesthetists preferred Berchtold operating tables and lights Cardiac surgeons preferred Maquet operating room tables and lights Neuro surgeons preferred Maquet operating room tables and lights Ortho surgeons preferred Stryker operating room tables and lights Onco surgeons preferred Berchtold operating room tables and lights for their surgical procedures

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Neuro surgeon recommended Maquet most of the times in hospitalsAnesthetists play a major role in the purchase of operating room tables and lightsMedical conference is the most recommended forum for obtaining product information

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In 2013, Indian operating room tables market is estimated at Rs. 130 crore with the sales of 2750 units. The indigenous segment with 2000 units constitutes 72 percent of the total market, in volume terms.

In 2013, the Indian OT lights market is estimated at 108 crore, with 2900 units in volume terms Anesthetist preferred Berchtold brand most so there is a need to involve anesthetist recommendation

regarding the operating tables and lights Neuro surgeons and Cardiac surgeons using Maquet mostly so there is need for Stryker to know the lacking

points in these above specifies specialty Stryker is the top most choice for Orthopedic surgeons so market can be enhanced and can be penetrated by

involving ortho surgeons in the tedproduct specification and design so that other specialities can also be penetrated in future through the cutting edge technologies

Height adjustment,Levelling adjustment in operating room tables and homogenous lights and color select in operating room lights are most requires features so Stryker-Berchtold can increase their position in market through Operon D series operating tables and Chromophare F generation operating lights

RECOMMENDATION

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Onco surgeons preferred Berchtold operating room lights for their surgical procedures so advancement can be done and market can be tapped by penetrating in this speciality

Most of the surgeons and health care professionals are not aware about the fact that Berchtold is now a part of Stryker so there is a need to increase awareness among surgeons through brochure,guides and magazines of Stryker so that they become more knowledgeable about the Stryker-Berchtold products

Most of the surgeons prefers Medical conference is the best way to obtain product information so awareness about the products can be increased cy conducting more medical conference and inviting majorly surgeons in the conference so that they become aware about the Stryker brand and recommend the products of Stryker in future

Product expo should be done in order to create awareness among healthcare professional about the products of Stryker

Stryker through Operon D series operating tables which has greater weight capacity can incease its market potential

Cost should be affordable so they hospitals can switch from Indian brands to Stryker

RECOMMENDATION

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Indraprastha Apollo hospital has 22 operation theatre and it has many branches as well But they are using only Berchtold brand in urology operation thetre and general surgeries operation theatre According to Manish Sharma,Member of biomedical engineering department of Apollo hospital:- Total no. of operation theatres-22 Brands using-a)Operating room tables-Maquet,Berchtold,Schaerer b)Operating room lights-Simion,Maquet,Berchtold and Indian brand

CASE STUDY

OPERATION THEATRES OPERATING TABLES OPERATING LIGHTS

Oncology surgical Cognate Simion

Cardiac surgery Maquet Simion

Urology and general surgeries

Cognate Berchtold

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So,there is a need to increase market in such hospitals as they are big and ready to buy capital items of good quality so Stryker should approach these hospitals in order to increase potential

Dr.Santosh(Anesthetist) Paras hospital-We are using Berchtold lights and it is really good as compare to other companies

Ganga Ram hospital is willing to take services of Stryker products

CASE STUDY

Thank youANY……????

stryker (saurabh nigam)

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