Survey from Vennli identifies key differentiating attributes in medical device marketing
SOUTH BEND, Ind., October 12, 2017 — Vennli, the leading voice of the marketplace solution, today announces the results of a recent survey, “Differentiating to Win in Medical Device Marketing. Combining and evaluating survey results from over 9,000 healthcare professionals, the data identified key drivers for purchasing medical devices according to physicians, dentists, and other clinicians, including the most and least important attributes, differentiating factors, points of parity (little perceived differences) and unmet needs.
“In the competitive environment of the $43B medical-device industry, leveraging the voice of the marketplace to create meaningful, differentiated messaging and offerings is an opportunity to drive growth, said Rachel Mele, general manager of healthcare at Vennli. “Medical device manufacturers can set themselves apart by focusing and outperforming on factors that actually matter to healthcare professionals versus what the manufacturers perceive or assume are purchase drivers.
The report finds that, while over 90 percent of healthcare professionals surveyed said patient outcome was important when choosing medical devices, less than 60 percent said brands were performing up to expectations. In order for medical device manufacturers to stay ahead of the competition, the ability to deliver on healthcare professionals’ desires is critical.
Key takeaways from the report include:
- 94 percent of healthcare professionals surveyed said consistent outcomes was important to them
- Only 62 percent of healthcare professionals said it was important for the medical device to be recommended by a key opinion leader
- Flexible contract options are important to over 80 percent of healthcare professionals; less than 40 percent said brands are meeting their needs in this respect
- Areas for differentiation include low risk, efficacy, consistent outcomes, patient outcome and if the device is from a proven or trusted brand
“Some companies are drastically underperforming on the factors that really matter to healthcare professionals, said Mele. “These unmet needs represent unique opportunities to capture business.
Data was gathered from 45 Vennli studies that included responses from 9,048 healthcare professionals including physicians, dentists, and other clinicians. Respondents ranked five hundred and eight attributes allowing Vennli to identify what mattered when purchasing medical devices.
Vennli is a voice of the marketplace solution, delivering customer insights through the company’s cloud-based platform. Vennli’s approach to business intelligence uses a proprietary, proven competitive differentiation model within an advanced analytics and data visualization application. The two-pronged approach of delivering an easy-to-use platform to unearth business-drivers and key attributes from customers, along with the data analysis for actionable takeaways, Vennli enables businesses to accelerate growth by being different from competitors in ways important to customers. Learn more about Vennli and follow us on our blog, Twitter and LinkedIn.