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 measure experience, satisfaction and loyalty
with a variety of products.
The results feature a summary of surgeons' product use and loyalty. In
addition to the loyalty measure, the report also features a satisfaction
measure for each of the featured products.
The results of the data analyses reveal significant market dynamics regarding
cross-use of competitive brands and brand switching within some of the product
categories. A clear and strong relationship between product use, loyalty and
satisfaction is identified. As might be expected, the products used most
frequently have the highest satisfaction and loyalty ratings. The relative
positioning of products, based on loyalty and satisfaction, identifies the
leading companies within various product categories. In spite of the
relationship between loyalty and market share there are a select group of
companies that have a small number of very satisfied and loyal users.
The information has applicability to marketing, advertising, sales,
communications, product launches, product development, and strategic planning,
as well as other business functions.
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