Radiation Oncology Brand Awareness, Usage, and Perception
Study Details
Business Objective
To evaluate brand awareness, recall, perception, and customer experience within the radiation oncology market across Southeast Asia (Thailand, Malaysia, Indonesia and Vietnam), to determine the optimal go-to-market and customer engagement strategy following a recent acquisition.
Research Objective
Understand the brand awareness for each brand and obtain perception/experience from the LINAC users on these brands in Radiation Oncology.
Understand the performance of these brands in terms of Technology Leadership, Innovation, etc. in radiation Oncology.
Understand experiences with the sales team.
Evaluate the installed base share of competitors for LINAC’s and CT simulators.
Methodology
Approach
15 minute online quantitative survey.
Respondents
Radiation Oncologists and Medical Physicists.
Project Outcomes
What the research delivered
The research helped determine the installed base, market share, brand awareness, purchase conversion, and customer experience for each brand across the LINAC and CT Simulator categories, while also assessing brand perception on key attributes such as Technology Leadership, Innovation, Service & Application Support, and Sales Team Experience.
These insights enabled recommendations on sales and after-sales positioning, while identifying priority attributes to strengthen communication and market-specific go-to-market strategies.