Abstract
100 AMA-member (American Medical Association) Ob/Gyn respondents were randomly
selected from a list of over 24,000 Ob/Gyns to participate in a
self-administered questionnaire (SAQ) featured on the internet.
The purpose of the study is to develop an overview of the perceived
positioning of 21 featured medical device and 16 pharmaceutical companies, as
well as the considerations associated with determining a company' s position.
The results feature a summary of Ob/Gyn surgeons' perceptions on the
importance of specific considerations in evaluating manufacturers. Each
featured company is positioned based on their performance on the
considerations. The analysis includes a multivariate metric to compare the
relative positioning of competing manufacturers. Also included is a
positioning of competitive manufacturers based on the perceived strength of
association with listed qualities.
The results of the data analysis indicate there are several of leading
companies currently servicing Ob/Gyns. Among the device companies, Ethicon' s
performance is perceived to be highest on all considerations. Berlex
Laboratories is perceived to perform highest on 7 of 10 considerations,
relative to the featured pharmaceutical companies.
The information has applicability to advertising, sales, communications,
product launches, forecasting, and strategic planning, as well as other
business functions.
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