Radiation Oncology Brand Awareness, Usage, and Perception
Study Details
Business Objective
Post the RT portfolio acquisition, commercial team integration posed a challenge to move towards conventional bundling/price leadership position, but at a significant risk of diluting the clinical excellence value proposition. Client needed ATU-based input from Southeast Asia (Thailand, Malaysia, Indonesia and Vietnam) to determine which GTM positioning would be more lucrative – price or clinical excellence.
Research Objectives
Measure awareness and perception/experience of LINAC installed base of client and competition.
Assess client brand perception on attributes like technology, innovation, pricing, outcomes, etc.
Quantify experiences with each brand’s sales team (experience, service & application support, etc.).
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 informed a decision by the client to stay with clinical excellence as the main positioning by clearly identifying priority attributes to strengthen communication, with clinical features outweighing price.
Further, the data collected on sales force perceptions and brand share led the client to retain the current sales structure and not invest in an unnecessary sales force re-alignment with bundled products.