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Value Proposition and Message Testing – Interventional Technologies

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    Value proposition and message testing to understand the willingness to adopt a new IXR equipment.
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    The Client

    • A global healthcare company has developed a novel Interventional X-Ray (IXR) solution
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    The Challenge

    • The client wishes to evaluate the stakeholder perceptions, strategic focus, and unmet needs regarding Interventional technologies.
    • They also want to test value proposition and messaging of a new solution with the relevant stakeholders.
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    Our Approach

    • Quantitative online survey (15 mins) based on a structured questionnaire developed and finalized with client.
    • The survey was administered to Interventional Cardiologists, Interventional Radiologists, and Vascular surgeons in the US and Europe.
    The Objectives

    The Objectives

    • To evaluate current outlook, perception on interventional technologies.
    • To understand current priorities, unmet needs, challenges, and requirements in interventional therapies space.
    • To identify future trends, and expectations from interventional technologies.
    • To test the value proposition/messaging.
    Project Outcomes

    Solution/Outcome

    • The survey helped us to understand the installed base of IXR equipment and penetration of key market players. The overall brand experience for all IXR equipment and key drivers of satisfaction is determined.
    • We identified the differences in current access points used for interventions by specialty and geography.
    • The research helped us to determine the clinical and workflow related challenges with regards to current interventional procedures. We also understand the expectations of the performers for the next generation interventional X-ray equipment.
    • We tested 3 value proposition messages to understand performer’s likes/dislikes. We evaluated all 3 messages on clarity, relevance, and effectiveness in solving needs.
    • We gathered customers feedback on likelihood to adopt and likelihood to purchase the novel IXR solution based on the description shared in the messages. We also understand if the value proposition is perceived unique and its association with current brands.
    • Based on all the insights, Cetas recommended the changes required in value proposition messages to make the solution more attractive and relevant for the stakeholders.

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