Case Study: Assessing Opportunity of an Oncology PPM Software

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USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT The Client is a large radio-isotope vendor with strong market presence in nuclear medicine and oncology. The Client wanted to vertically align and integrate its offering in oncology. They believed that a software solution could be a strategic market enabler and needed to assess the market opportunity for an oncology practice management system. Due to budget restrictions, the Client could not commission a full-fledged market research study. Assessing the business opportunity for its software offering in key European countries was a critical first step before a potential product launch. The challenge was to determine the most economical approach to optimize a successful marketing plan. SOLUTION The MarkeTech Group (TMTG) identified the most cost-effective approach to test the market. Selective oncologist interviews were conducted in France, Germany, and UK to understand the competitive environment and customer requirements for a practical management solution. Secondary research performed in native languages was critical to sizing the potential market. Based on this study, the Client’s management was able to quickly re-assess its product and market plan. The study also identified Germany as country with the best potential and was selected as the first country for introduction of this software product. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY PRODUCT CREATION LAUNCH PREPARATION Medical Device Medical Imaging Medical Diagnostics Medical IT/eHealth Biotechnologies Pharmaceuticals Technology Assessment Opportunity Analysis Customer and Product Requirements Product Concept Testing Segmentation Analysis Brand Positioning Packaging and Materials Testing Go to Market Planning Pricing PRODUCT MONITORING Customer Satisfaction and Loyalty Post Launch Acceptance MARKET RESEARCH AND PLANNING Custom Market Analysis Market Mix Analysis Assessing Opportunity of an Oncology PPM Software TECHNOLOGY GO / NO GO North America

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Transcript of Case Study: Assessing Opportunity of an Oncology PPM Software

Page 1: Case Study: Assessing Opportunity of an Oncology PPM Software

USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400

BACKGROUND

CHALLENGE

IMPACT

The Client is a large radio-isotope vendor with strong market presence in nuclear medicine and oncology. The Client wanted to vertically align and integrate its offering in oncology. They believed that a software solution could be a strategic market enabler and needed to assess the market opportunity for an oncology practice management system.

Due to budget restrictions, the Client could not commission a full-fledged market research study. Assessing the business opportunity for its software offering in key European countries was a critical first step before a potential product launch. The challenge was to determine the most economical approach to optimize a successful marketing plan.

SOLUTIONThe MarkeTech Group (TMTG) identified the most cost-effective approach to test the market. Selective oncologist interviews were conducted in France, Germany, and UK to understand the competitive environment and customer requirements for a practical management solution. Secondary research performed in native languages was critical to sizing the potential market.

Based on this study, the Client’s management was able to quickly re-assess its product and market plan. The study also identified Germany as country with the best potential and was selected as the first country for introduction of this software product.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION

LAUNCH PREPARATION

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Go to Market PlanningPricing

PRODUCT MONITORINGCustomer Satisfaction and Loyalty

Post Launch Acceptance

MARKET RESEARCH AND PLANNINGCustom Market Analysis

Market Mix Analysis

Assessing Opportunity of an Oncology PPM Software

TECHNOLOGY GO / NO GO

North America

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