Abstract
The information enable strategic planning for Marketing and Sales functions of
suppliers of mammography systems and related product groups (e.g. films,
screens, cassettes, printers, digitisers, RIS / PACS solutions, contrast
media, services) to allow accurate projections for the market potential at
segment level for own sales in the short to medium term future.
Interviews with 50% of all hospitals (in Germany, Poland and Russia also
Imaging centers) regarding availability of radiography, digitalisation and
investment plans, ca 20% of all hospitals provided input regarding, supplier,
age, replacement. Hospitals with recent investment or investment plans
provided input to buying processes and supplier selection criteria. Date
collection took place from June 2006 - November 2006 in Germany, France,
Italy, Spain, Sweden, Finland, Netherlands, Poland, Russia, Czech Republic.
Projections cover the next 3 years until 2009.
Methodology
dii has employed its Multi-Step-Approach methodology, which combines the
benefits of large samples complemented by secondary research with the
qualitative outcomes of in-depth interviews in order to achieve an optimal
output.
Market Landscape Definition by Snapshot Telephone Interviews Snapshot
interviews allow the coverage of a large proportion of the total target
population at reasonable cost by limiting the length of the questionnaire to
max. 3 minutes. With this methodology, a statistically relevant number of
hospitals can be assessed systematically to deliver the basis for exact
projections on the installed base and the overall level of IT integration. The
snapshot interviews are simultaneously used to select the most suitable
respondents for further primary research.
Output:
- Availability of Radiography
- Customer Profile (Places of Installation, Size of Radiology)
- Level of Digitalisation
- Overall Investment Potential
Market Quantification by Quantitative Telephone Interviews
Based on the outcome of the snapshot interviews a smaller, yet statistically
relevant or representative sample allows for accurate projections at segment
level. Interviews last up to 30 minutes and cover all aspects for which
quantification is required.
Output:
- Installed Base (Market Size in Volume by Segment)
- Supplier Market Shares
- Future Investment Potential (Plans & Replacement Rate)
- Equipment Utilisation
Sample sizes are statistically relevant in large countries allowing for
samples of around 100 respondents and representative - covering at least one
quarter of institutions in all other countries.
Market Qualification by Qualitative In-depth Telephone Interviews
Low sample numbers of 10 to 20 respondents per country are sufficient to deliver qualitative
information on market dynamics and influencing factors. Key interview partners are advanced
hospitals and/or hospitals planning future investment.
Output:
- Input into Sales Approach Refinement
- Critical Success Factors
- Areas for Improvement
Geographic Scope
The project covers following ten countries:
- Germany
- France
- Italy
- Spain
- Poland
- The Netherlands
- Czech Republic
- Russia (only five metropolitan areas!)
- Sweden
- Finland
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