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Research and Markets: Unlocking the Plastic Surgery Market: Understanding Plastic Surgeons' Behaviors, Attitudes and Perceptions.

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c66303) has announced the addition of Unlocking the Plastic Surgery Market: Understanding Plastic Surgeons' Behaviors, Attitudes and Perceptions to their offering.

Plastic surgery is currently undergoing a dynamic transition. Surgeons are moving their practices away from reconstructive procedures and increasing their cosmetic cases. Increasing insurance difficulties for reconstructive procedures, coupled with technological advancements and cultural acceptance of cosmetic procedures, are driving this change.

There are currently a number of leading companies that dominate the various product categories within plastic surgery. In addition to being used by a majority of surgeons, these companies also have the highest satisfaction, highest loyalty and clearly defined positions within plastic surgery.

A Snapshot of Plastic Surgeons' Practices, Procedures, Trends and Sites of Care

The results feature a summary of surgeons' self-reported procedures by category (non-invasive, minimally invasive, invasive, cosmetic, and reconstructive) and site of care. Also included is a summary of patient characteristics and trends in converting consultations into procedures.

The results indicate plastic surgery is changing as new cosmetic minimally invasive procedures become more popular. Surgeons are migrating away from traditional treatments and sites of care, to take advantage of the new treatments and the increasing popularity and acceptance of cosmetic treatments. Insurance issues are driving surgeons away from reconstructive procedures and segments are beginning to evolve based on the type of procedures a surgeon performs. There are significant growth opportunities for both surgeons and manufacturers of plastic surgery products.

The information has applicability to marketing, sales, advertising, training, professional education, forecasting and other business functions.

Plastic Surgery - The Customer Connection - How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education

The results feature a summary of surgeons' experience with, and perceptions of, sales reps and professional education. A multivariate derived metric provides for a relative comparison and positioning of the featured companies. Also included is a summary of advertising and training preferences, as well as an overview of attitudes regarding product adoption.

The results of the data analysis reveal the frequency and value of sales representatives' visits vary across the featured companies. Some company reps are seen multiple times in a year and others may only be seen once a year, if at all. The perceived value of sales reps visits also varies across the featured companies. Participation in company sponsored education events is popular and while the value of these events varies, overall, they could all be improved. The analysis also indicates the plastic surgeon population may be effectively segmented based on their preferred methods for learning about new products as, well as their preferences for learning new techniques or methods.

The information has applicability to marketing, sales, professional education, communications, advertising, as well as other business functions.

Plastic Surgery - Customer Value Drivers - Understanding the Value Drivers that Determine Surgeons' Product 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. Also included are the surgeons' perceptions of the considerations most important in determining patient satisfaction with treatments.

The results identify the considerations most influential in influencing surgeons' preferences, as well as the determinants of patient satisfaction. Through the use of factor analysis, 5 latent factors underlying surgeons' preferences are identified and defined. The factors include: treatment efficacy, marketing, ease of use, short term satisfaction and physical/economic pain. The final results provide a means for quantifying the relative influence of considerations shaping surgeons' preferences and are validated through the use of various analyses.

The information has applicability to marketing, product development, research & development, communications, advertising, sales, mergers & acquisitions, and other business functions.

The Plastic Surgery Opportunity Index: Capitalizing on Market Gaps

The results feature a summary of surgeons' perceptions regarding the importance of specific features in evaluating manufacturers, as well as the relative performance of featured manufacturers. 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 information has applicability to marketing, advertising, sales, communications, product launches, forecasting, and strategic planning, as well as other business functions.

Plastic Surgery - Brand Loyalty - Improving your Competitive Position

The results feature a summary of surgeons' product use and loyalty. Included is a multivariate derived metric estimating the relative value of brands in comparison to competitive products? In addition to the loyalty measure, the report also features a satisfaction measure for each of the featured products.

The results of the data analysis reveal a clear and strong relationship between product use, loyalty and satisfaction. 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. Qualitative commentary provides strategic direction for companies to increase loyalty among their customers.

The information has applicability to marketing, advertising, sales, communications, product launches, product development, and strategic planning, as well as other business functions.

"Unlocking the Plastic Surgery Market: Summary Presentation" is provided free of charge with this publication.

Content Outline:

Introduction & Report Overview

Abstract

Measurement Objectives

Sample Design & Distribution

Measurement & Data Collection Design

How to read this report

Executive Summary & Key Findings

Detailed Findings

I. Plastic Surgeon Demographics

II. Plastic Surgeons Procedures

III. The Cosmetic Patient Profile

Conclusions

Recommendations

Suggested Analysis

About the Author

Table of Figures

Plastic Surgery - Plastic Surgery - The Customer Connection - How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing And Professional Education - How to Increase the Efficiency and Effectiveness of Sales Calls, Marketing and Professional Education

Content Outline:

Introduction & Report Overview

Abstract

Measurement Objectives

Sample Design & Distribution Measurement & Data Collection Design

How to read this report

Executive Summary & Key Findings

Detailed Findings

IV. Medical Sales Representatives seen by Plastic Surgeons

V. Professional Medical Education for Plastic Surgeons

VI. Information Sources for Plastic Surgeons

VII. Plastic Surgeon Attitudes

100 American Medical Association (AMA) board certified plastic surgeons were randomly selected from a list of 6300 surgeons to participate in a self-administered questionnaire (SAQ) featured on the internet. Upon completion of the SAQ, 20 of the participants were selected to participate in a follow-up depth interview conducted via the telephone.

The purpose of the study is to provide information on surgical practice characteristics, procedures performed and patient characteristics to be used at face value, as well as in conjunction with other data to segment the market.

Marketing, sales, product development and strategic planning efforts should be grounded within the context of what is important to the surgeons. The results of this research are clear in identifying efficacy and patient satisfaction as the most important considerations (safety is assumed).

The principle determinant of patient satisfaction is product efficacy, as defined by the magnitude of the treatment effect and the long term duration of the results. The relationship between these considerations indicates that concentrating on efficacy will also satisfy the criteria for patient satisfaction. When there is limited discrimination between competitive products on these considerations the importance of sales reps and customer service becomes paramount.

Overall, plastic surgeons perceive sales reps to be valuable to their practices by informing them of new products and as such, allocate time to see them. There are indicators that the frequency of sales rep visits are related to product use, however, this relationship needs to be explored in greater depth. Sales reps are not a preferred source for, and therefore have limited influence in, learning about new methods, techniques or treatments.

The frequency of sales reps visits, as well as their perceived value, varies by manufacturer. Many of the industry leaders in various product categories are also the companies' whose reps are seen most frequently. The perceived value of sales rep visits can be increased by presenting new information to the surgeons.

Company sponsored professional education is popular among plastic surgeons and attended by 9 of 10 surgeons. Mentor, Inamed and Allergan events are attended by the greatest number of surgeons and all three are rated near the top in perceived value. The value of professional education events can be improved by integrating information surgeons are seeking, namely marketing and business practices assistance.

There are currently a number of leading companies that dominate the various product categories within plastic surgery. In addition to being used by a majority of surgeons, these companies also have the highest satisfaction, highest loyalty and clearly defined positions within plastic surgery.

Surgeons effectively discriminate between some companies based on their association with various descriptive terms, while other companies are grouped together. Ethicon is considered "Traditional", while Inamed and Mentor are considered "Flexible" and "Professional". Ethicon, Inamed and Mentor share the quality of being considered "Established". Companies considered "Up & Coming" include: Medicis, Lifecell and Allergan. Byron and Coapt are best described as "Cutting Edge".

Overall, perceptions of companies are positive, although some companies (Mentor, Inamed, Ethicon and Allergan) are clearly seen as superior.

Three product areas are used most frequently: injectables, sutures and breast implants. The suture category has a clear leader in Ethicon, but the other two categories are split between two products being used most frequently. The injectable category features the use of Allergan's Botox, as well as Medicis' Restylane. The breast implant category features the use of Mentor products, as well as Inamed products.

Product switching is rare within these categories, but does occur. Approximately 25% of surgeons have switched products within the implant and wound closure categories, compared to 5% within the injectable category. Clearly, the number of competitive alternative products within a category contributes to the switching dynamics. The motivation for switching is based on the factors previously identified as important in determining product preferences, including efficacy, cost and patient satisfaction.

Loyalty and satisfaction are clearly related to product use. The leaders in loyalty are the same products used most frequently within the various product categories, including: Allergan's Botox, Ethicon's sutures, Medicis' Restylane, Byron's liposuction equipment and Inamed's implants. While reported loyalty is relatively high, there are opportunities for companies to increase product loyalty. Many of these opportunities are based on a financial incentive or reward.

Companies Mentioned:

-Allergan

-Bard / Davol

-BioForm

-Byron Medical

-Candela

-Ethicon

-Implantech

-Inamed

-Integra

-Medicis

-Mentor

-Spectrum

-Thermage

-Tyco

For more information visit http://www.researchandmarkets.com/reports/c66303.
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Date:Aug 22, 2007
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