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

Published by: Valid Results Incorporated

Published: Nov. 30, 2006 - 39 Pages

Table of Contents

Introduction & Report Overview

Abstract

Measurement Objectives

Sample Design & Distribution Measurement & 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

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

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

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

Abstract

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