Abstract
Sample: N=100 Ob/Gyns currently practicing in the United States
Countries Covered: United States
Applicability: The information presented in this report has direct
applicability to sales, marketing, professional education, advertising, public
relations, forecasting, market research and other business functions.
Why purchase this report?
Determine the potential for pharmaceutical treatments in the Obstetrics and
Gynecology market, including AUB hormone therapy and birth control therapy /
contraceptives, by gaining knowledge of treatment share (i.e. the percentage
of birth control patients electing a birth control medical device, the percent
electing an oral contraceptive, the percent electing non-oral birth control,
etc.)
Acquire new customers by improving sales rep and professional education
messages to Obstetricians and Gynecologists
Retain customers by learning how sales reps can connect with Ob/Gyns to
increase customer satisfaction and loyalty
Mitigate competitive threats by determining how your company' s reps compare to
your competitors
Improve your professional education events by determining how your company' s
events compare to your competitors
Increase attendance of your professional education events by incorporating
Ob/Gyns doctors' feedback on incentives and quality of your events, relative
to the 17 featured pharmaceutical companies.
Capitalize on unoccupied positions and unmet needs with our Opportunity Index,
which illustrates the relative competitive positioning of 17 leading
pharmaceutical companies based on their performance in 10 critical business
areas (prioritized by importance).
Communicate on your company' s strengths to Ob/Gyn doctors and improve in areas
of relative weakness.
Understand Ob/Gyn doctors' awareness, experience and use of 79 featured
pharmaceutical brands from 4 therapeutic categories (AUB hormone therapy, oral
birth control / oral contraceptives, non-oral birth control / contraceptives
and birth control devices.)
Evaluate market share as well as Ob/Gyn practitioners' levels of satisfaction
and loyalty for each of the 79 featured pharmaceutical brands.
Read voice-of-the-customers feedback directly from Ob/Gyns (in their own
words) that provide you with simple, actionable steps to: acquire new
customers, prevent current customers from discontinuing use of your products,
increase customers' loyalty to your products and increase satisfaction with
your products.
Exploit your competitors' weaknesses by learning why some Ob/Gyns are
dissatisfied with competitors' products, and turn these prospects into loyal,
satisfied customers by meeting their unmet needs.
Table of Contents
Introduction & Report Overview
- Measurement Objectives
- Sample Design & Distribution / Measurement & Data Collection Design
- How to read this report
Executive Summary & Key Findings
Detailed Findings
Section 1: Ob/Gyn Practices, Patients & Treatments
- 1.1 Ob/Gyn Demographics
- a. Number of years Ob/Gyns have been in practice
- b. % of total working hours Ob/Gyns spend at the office (vs. hospital)
- c. Obstetrician & Gynecologist gender
- 1.2 Procedures & Trends
- a. # of featured types of surgical procedures performed per month (i.e.
myomectomy, tubal ligation, global endometrial ablation, etc.)
- b. % of feature surgical procedures performed at various sites of care
(hospital, surgery center, office, etc.)
- c. Surgical procedural trends (expected trend for each featured surgical
procedure)
- 1.3 The AUB Patient Profile
- a. # of patients seen in a typical month
- b. % of patients seen for AUB/DUB
- c. % of AUB patients seen for various conditions
- d. % of AUB patients that receive various treatments
- e. AUB Treatment Flow Chart
- f. Trend in patients electing surgical procedures for AUB
- g. % of AUB patients previously treated by another Ob/Gyn
- h. AUB patients age
- i. AUB patients ethnicity
- 1.4 Birth Control Patients & Treatments
- a. % of total patients seen for birth control
- b. % of patients that receive various types of birth control treatments
- c. Birth Control Treatment Flow Chart
- d. % of birth control patients that request a specific type of birth
control
Section 2: Increasing the Effectiveness of Sales & Marketing
- 2.1 Pharmaceutical Sales Representatives
- a. What type of sales rep contact do Ob/Gyns consider to be an actual
visit?
- b. How many total sales rep visits to Ob/Gyns receive per month?
- c. Frequency of sales rep visits for each featured pharmaceutical company
- d. Quality of information presented during featured companies' sales rep
visits
- e. Sales Force - relative performance positioning chart (for featured
companies)
- f. How often do Ob/Gyns prefer to receive sales rep visits?
- 2.2 Professional Medical Education
- a. How many company-sponsored Prof Ed events do Ob/Gyns attend per year?
- b. Frequency of professional education attendance for each featured
company
- c. Perceived quality of each companies' professional education events
- d. Professional education - derived z-scores (for each featured company)
- e. Prof Ed - relative performance positioning chart (for featured
companies)
- 2.3 Marketing and Information Sources
- a. How to Ob/Gyns prefer to learn about new products?
- b. How to Ob/Gyns prefer to learn about new methods, techniques,
treatments?
- c. How to Ob/Gyns market their practices?
- d. Number of hours Ob/Gyns spend on internet & reading medical journals
for professional purposes
- 2.3 Ob/Gyn Attitudes
- a. Ob/Gyns' attitudes on various product statements
Section 3: The Opportunity Index
- 3.1 Importance
- a. Relative importance of considerations that drive product selection
- b. Relative importance of considerations (90% confidence intervals)
- 3.2 Experience & Associations
- a. Awareness and experience with featured pharmaceutical companies
- b. Top of mind products associated with featured manufacturers
- c. Top of mind manufacturer associated with featured considerations
- 3.3 Performance
- a. Performance ratings on various considerations (each featured company
is measured)
- b. Performance ratings - standardized by column/consideration
- c. Performance ratings standardized by row/manufacturer
- d. Importance/Performance Gap Analysis (for each featured company)
- e. Relative Competitive Positioning Quadrant Chart (includes all
featured companies)
Section 4: Brand Usage, Satisfaction & Loyalty
- 4.1 Product Use, Satisfaction & Loyalty
- c. AUB Hormone therapy
- i. Experience (unaware, aware but never used, currently use, used in
past and discontinued
- ii. Use, Satisfaction & Loyalty
- iii. Share
- iv. Quadrant Chart - Relative Competitive Positioning on Satisfaction
& Loyalty
- d. Oral Birth Control
- i. Experience
- ii. Use, Satisfaction & Loyalty
- iii. Share
- iv. Quadrant Chart - Relative Competitive Positioning on Satisfaction
& Loyalty
- e. Non-Oral Birth Control
- i. Experience
- ii. Use, Satisfaction & Loyalty
- iii. Share
- iv. Relative Positioning on Satisfaction & Loyalty
- f. Birth Control Devices
- i. Experience
- ii. Use, Satisfaction & Loyalty
- iii. Share
- iv. Quadrant Chart - Relative Competitive Positioning on Satisfaction
& Loyalty
Suggested Deep-Dive Analysis
About the Author / Valid Results
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