Abstract
Introduction:
The results feature a summary of surgeons' perceptions regarding the relative
influence of various considerations in determining preferences. A conjoint
analysis provides the relative importance, as well as the magnitude of
influence for featured factors. Also included are the surgeons' perceptions of
the considerations most important in determining patient satisfaction with
treatments.
The results of the data analysis identify the considerations most influential
in influencing surgeons' preferences, as well as the determinants of patient
satisfaction. Through the use of factor analysis, 5 latent factors underlying
surgeons' preferences are identified and defined. The factors include:
treatment efficacy, marketing, ease of use, short term satisfaction and
physical/economic pain. The final results provide a means for quantifying the
relative influence of considerations shaping surgeons' preferences and are
validated through the use of various analyses.
The information has applicability to product development, research &
development, communications, advertising, sales, mergers & acquisitions, and
other business functions.
Methodology and Purpose of this Research
100 American Medical Association (AMA) board certified plastic surgeons were
randomly selected from a list of 6300 surgeons to participate in a
self-administered questionnaire (SAQ) featured on the internet. Upon
completion of the SAQ, 20 of the participants were selected to participate in
a follow-up depth interview conducted via the telephone.
The purpose of the study is to provide information on the relative influence
of general product attributes and marketing activities, in order to help
companies better understand what drives surgeon preferences.
Measurement Objectives
- Measure value of product features and considerations
- Training required to complete the procedure
- Patient request for specific treatment / Product / Brand
- Manufacturer of equipment
- Incision required
- Ease of use / Skill required
- Time required to complete procedure
- Short term magnitude of appearance change
- Long term magnitude of appearance change
- Patient satisfaction with short-term effect
- Patient satisfaction with long-term effect
- Speed of recovery
- Patient post-operative comfort
- Patient cost
- Cost to the surgeon
- Surgeon satisfaction with cosmesis
- Surgeon satisfaction with post-operative trauma
- Published clinical data
- Complication rates
- Explore the potential value of selected considerations (choice-based
measures)
- Estimate the influence of various considerations in determining patient
satisfaction
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