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Plastic Surgery - An Inside Look at Industry Leaders' Sales Strategies for Cosmetic Surgeons

Published by: Valid Results Incorporated

Published: Aug. 1, 2007 - 24 Pages


Table of Contents


Introduction & Report Overview

Abstract

Measurement Objectives

Sample Design & Distribution

Measurement & Data Collection Design

How to read this report

Executive Summary

Detailed Findings

I. Surgeon Segmentation (years in practice)

a. 1 - 7 years in practice

b. 8 - 14 years in practice

c. 15 - 24 years in practice

d. 25+ years in practice

II. Frequency of Rep Visits by Industry Leaders

a. Allergan

b. Inamed

c. Medicis

d. Mentor

III. Visitation Frequency: Leaders vs. Non-Leaders

IV. Monthly Procedure Volume (by procedure)

a. Rhinoplasty

b. Liposuction

c. Blepharoplasty

d. Breast Augmentation

e. Rhytidectomy

f. Abdominoplasty

g. Brow Lift

V. Procedural Trends (by procedure)

a. % Increase

b. % Decrease

c. % Unchanged

d. Net Increase

e. Derived Index

Recommendations

About the Author / Valid Results


Table of Figures

A-1 Geographical Spread of Respondents

Table 1-1 Number of Years in Practice

Figure 1-1 Years in Practice

Table 1 -2 # of Rep Visits in the Last Year

Figure 1-2 Annual Rep Visits in the Last Year

Table 1-3 # of Rep Visits Per Month

Figure 1-3 Average # Monthly Rep Visits Per Company

Table 1-4 Average Surgical Cosmetic Procedures per Month

Figure 1-4 Average # of Procedures Performed Monthly

Table 1-5 % Selecting Increase Over Previous Year

Figure 1-5 % Derived Relative Increase

Table 1-6 % Selecting Decrease Over Previous Year

Figure 1-6 % Selecting Decrease

Table 1 -7 % Selecting No Change Over Previous Year

Figure 1-7 % Selecting No Change

Table 1-8 Net Increase Over Previous Year

Figure 1-8 Net Increase

Table 1-9 Standardized Derived Values

Figure 1-9 Derived Index


Abstract

The findings reveal several key differences in the visitation frequency of sales reps between industry leaders such as Allergan, Mentor, Medicis and Inamed when compared to other medical device companies in the plastic surgery market. These differences are magnified when surgeons are segmented by the number of years they have been in practice since completing residency.

The information has applicability to marketing, sales, advertising, training, professional education, forecasting and other business functions.

Methodology and Purpose of the Research
100 American Medical Association (AMA) board certified plastic surgeons were randomly selected from a list of 6,300 plastic surgeons to participate in a self-administered questionnaire (SAQ) featured on the internet.

The purpose of the study is to provide insight into the sales strategies of industry leaders in the plastic surgery market, as well as the logic driving the strategy.



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