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Next-gen ABUS premium / prime pricing and market Study

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    To analyze the adoption and integration of ABUS into breast cancer screening and diagnosis pathways, evaluating its current efficacy, potential for complementation with handheld ultrasound devices, and factors influencing purchasing decisions
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    The Client

    • The client is a global medical technology company and is developing the next generation ABUS solutions. The product is currently on the market to provide a comprehensive breast care solution for early cancer detection especially for women with dense breasts to move breast care from reactive to proactive
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    The Challenge

    • The client wants to conduct a market research study to understand customer preferences, buying process, and price expectations to help inform the go to market strategies
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    Our Approach

    • Qualitative Research: A 60-minute web-assisted telephonic-in-depth-interview (TDI) using a comprehensive discussion guide conducted by experienced healthcare interviewers with Radiologist, Breast surgeons and Gynecologist in USA
    The Objectives

    The Objectives

    • Understand the current breast cancer management practices in the facilities.
    • Assess the key drivers for ABUS integration into the breast cancer screening and diagnosis pathway in the different countries.
    • Assess if the current product (ABUS) fulfils all requirements, and whether a handheld transducer/pocket size ultrasound would support diagnostic scanning in conjunction to ABUS.
    • Understand the decisions behind a potential buying process: Headwinds, Tailwinds.
    • Understand the purchase process for ABUS.
    Project Outcomes

    Solution/Outcome

    • We identified that the standard protocol across all facilities involves initially scanning patients with mammography. Additionally, in some cases (such as higher-risk patients, dense breasts) supplemental screening with MR and Ultrasound is conducted to enhance diagnostic confidence
    • We identified that encouraging and convincing patients to adhere to annual screening is the greatest challenge
    • We analyzed that ABUS offers enhanced accuracy with reduced false negatives/positives and improved detection rates in dense breast cases, ensuring better patient experiences and minimizing repeat scans. It provides comprehensive views, faster exams, and no radiation exposure, making it a cost-effective and user-friendly alternative to MRI
    • We identified that challenges with ABUS include high total cost of ownership, limited awareness of its benefits, uncertainty regarding reimbursement and clinical effectiveness. Patient-specific challenges involve accommodating larger breasts and capturing the entire breast region, particularly the periphery and axillary region.
    • We identified that most stakeholders are not using ABUS prominently for diagnosis, owing to low confidence in its usability in diagnosis, but there are a few who use/expect to use ABUS in certain scenarios
    • We identified that customers have invested/want to invest in ABUS for improving patient experience, deliver better quality of care, increase screening efficiency, and gain marketing edge

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