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 provide information on the influence of general
product attributes and marketing activities, in order to help companies better
understand what drives surgeon preferences.
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.
The results of the data analyses identify the considerations most influential
in influencing surgeons' preferences, as well as the determinants of patient
satisfaction. Ob/Gyn surgeons are clear in identifying safety and efficacy
as the primary determinants driving their preference of products. Assuming
perceived equality of competing products on safety and efficacy, the data
reveals a number of additional discriminating factors driving preferences.
The information has applicability to marketing, product development, research
& development, communications, advertising, sales, mergers & acquisitions, and
other business functions.
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