Performing market assessments for medical products

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© 2013 Winton Gibbons Data Raw quan4ta4ve and qualita4ve details Informa+on Assembled and annotated data Knowledge Informa4on applied to par4cular purpose Design Complete Assemble Analyze Internal Resources Mixed External Resources (e.g., consul4ng) Knowledge Deliverables • PaKerns in the quan4ta4ve and qualita4ve data • Not just product concepts • Can included rela4onships to Rx and reimbursement • Compe44ve picture • Product concept hypotheses • Target markets, menu, and product configura4on • Firstpass economics and forecasts • Gaps to be filled (and process if need be) or concepts to be further tested Knowledge Informa4on Deliverables Surveys • Summary of results • Quan4ta4ve survey database • Qualita4ve notebook Focus groups • Summary of results • Database from surveys • Audience impressions (aKendees plus video viewers) Data deliverables Surveys • Quan4ta4ve survey responses • Qualita4ve verbata • List of and email addresses for survey par4cipants willing for follow up Focus groups • Brief surveys • Videos • Op4onal aKendees and their notes Data

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Transcript of Performing market assessments for medical products

Page 1: Performing market assessments for medical products

©  2013  Winton  Gibbons    

Data  

Raw  quan4ta4ve  and  qualita4ve  

details    

Informa+on  

Assembled  and  annotated  data  

Knowledge  

Informa4on  applied  to  par4cular  purpose  

Design  

Complete  

 

 

Assemble  

Analyze  Internal  Resources  

Mixed  

External  Resources  (e.g.,  consul4ng)  

Knowledge  Deliverables  

•  PaKerns  in  the  quan4ta4ve  and  qualita4ve  data  •  Not  just  product  concepts  •  Can  included  rela4onships  to  Rx  and  reimbursement  •  Compe44ve  picture  

•  Product  concept  hypotheses  •  Target  markets,  menu,  and  product  configura4on  •  First-­‐pass  economics  and  forecasts  

•  Gaps  to  be  filled  (and  process  if  need  be)  or  concepts  to  be  further  tested  

Knowledge  

Informa4on  Deliverables  Surveys  •  Summary  of  results  •  Quan4ta4ve  survey  database  

•  Qualita4ve  notebook  

Focus  groups  •  Summary  of  results  •  Database  from  surveys  •  Audience  impressions  (aKendees  plus  video  viewers)  

Data  deliverables  Surveys  

•  Quan4ta4ve  survey  responses  

•  Qualita4ve  verbata  •  List  of  and  email  addresses  for  survey  par4cipants  willing  for  follow  up  

Focus  groups  

•  Brief  surveys  •  Videos  •  Op4onal  aKendees  and  their  notes  

Data  

Medical Program for Performing Artists · 2017-11-10 · The Medical Program for Performing Artists was established in 1988 by Dr. Jerome Gilden, an orthopedic specialist in the Department

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