Case study: Market research: Medical device
Situation
The client had invented and developed a device to enable medical professionals to diagnose suspicious
moles for carcinogenic markers. they asked PRO to research the markets in their key target countries for
suitable routes via medical practitioners.
Action
A research project was carried out to study key areas the client needed to understand: medical practice
in the target countries, how GPs operated and referred patients to specialists, the incidence of melanoma
and awareness of melanoma among the public.
Initially secondary research was performed to establish the above criteria in the target countries.
This was followed by primary research, with detailed surveys carried out with Key Opinion Leaders in the target countries.
Result
A report of the results of the research was presented to the client directors and product managers involved and a
written report produced. The research was extremely useful to them, enabling decisions to be made on which countries to
target initially for their sale campaigns. A streamlined table of requirements for future campaigns was prepared as a
result of the research. PRO was then commissioned to carry out further market assessment on a global scale to enable
the company to prepare for global marketing and sales plans.
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