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Identification, evaluation and understand buying behaviour of customers for operating room
tables and lights
Submitted by: Saurabh NigamMBA (Pharm.)NIPER , MohaliSummer Intern Stryker® India
Guided by: Anuj AgrawalMarketing HeadStryker® IndiaGunasekaran JayaramanAssociate Product ManagerStryker® IndIa
2
Study about products
Pilot study
Analysis and verification of data
Deck about products
Review and Input to questionnaires
Market Research
Presentation
8th June 13th -18th June 20th-24th June 25th-27th June 3rd July-2nd Aug 2nd-4th Aug 4th -8th Aug
90
10
8070605040
2030
110100
120
Major player are Berchtold , Maquet , Steris , Stryker , Drager , Schaerer , Dr.Mach and etc
2700 and 2950 units sold every year
108 crores of operating room lights market in India
Indian market dominated by foreign players
SCENARIO OF INDIAN MARKET-2013
130 crores of operating tables market in India
OBJECTIVE
Primary objective:-Identification , evaluation and understand buying behaviour of customers for operating room tables and lights
Secondary objective:-To assess buying behaviour , characteristics preferences , purchasing decision of customers and preference of customers for operating room tables and lights
RESEARCH METHODOLOGY
Type of data – Primary dataResearch type – Conclusive and ExploratoryResearch instrument – QuestionnaireTool of data collection - A market Research Questionnaire with open-ended as well as close-ended questionsMode of data collection - One to one interviewSample Size - 46Type of questionnaire - StructuredInterview technique - In depth interviews were conducted by using probing method for each questionTarget respondents – Anaesthetist , Cardiac surgeons , Neuro surgeons , Ortho surgeons , Onco surgeonsSampling technique – Convinience sampling based on geography in Delhi,Gurgaon,NCR
NUMBER OF HOSPITALS : NUMBER OF BEDS
32%
20%16%
32% No. of Beds
50-150
150-250
250-350
350-450
450 and more
INFERENCES
• Total no of hospitals in sample size are 25
• Hospitals were selected according to geographical convenience and can make true representation of the population
• Bed size of no of the hospitals : 16% hospitals has bed size of 250-350 in the sample
• 20% hospitals has bed size of 250-350 in the sample
• 32% hospitals has bed size of 50-150 beds in the sample size
• 32% hospitals has bed size of more than 450 beds in the sample size
DISTRIBUTION:SPECIALTY
Anesthetists22%
Cardiac surgeons
22%
Ortho surgeons22%
Neuro surgeons24%
Onco surgeons11%
Specialty No . Specialty No .
Anesthetists 10 Neuro surgeons 11
Cardiac surgeons 10 Onco surgeons 5
Ortho surgeons 10
INFERENCES
Sample size n=46 is divided among the specialty according to convenience and availability of surgeons in the hospitals.
5 specialties are targetted i.e. Anesthetists , Cardiac surgeons, Ortho surgeons , Neuro surgeons and Onco surgeons.
QUESTION
1) Procedures performed by health care professionals per month
RELATIVE DISTRIBUTION OF SURGEONS BY NO.OF PROCEDURES PER MONTH
aaINSIGHTS
32% of surgeons performs less than 50 surgeries/month
43% of surgeons performs surgeries in a range of 51-100 surgeries/month
8% of doctors performs more than 300 surgeries/month
<50 51-100 101-150 151-200 201-250 251-300 >3000
2
4
6
8
10
12
14
16
18
Count
No. of procedures/month
No. of doctors
QUESTION
2) Brands of operating room tables and lights which have good products
BRANDS EXPERIENCED BY ANESTHETISTS
Operating tables
Out of sample size of 10 anesthetists,2 anesthetists preferred Berchtold operating tables2 anesthetists preferred Maquet and Hospitech operating tablesAll Indian brands,Savion,Stryker and cognate are preferred by 1 anesthetist
Operating lights Out of sample size of 10 anesthetists,5 anesthetists preferred Berchtold operating lights1 anesthetist preferrred Stryker operating lightsDrager,Hospimedica,Cognate and other brands are preferred by 1 anesthetist
All Indian brands
Berchtold cognate hospitech Maquet savion Stryker
Anesthetist
0
0.5
1
1.5
2
2.5
1
2
1
2 2
1 1
n=10
Berchtold cognate Drager hospimedica Others StrykerAnesthetist
0
1
2
3
4
5
6
5
1 1 1 1 1
n=10
BRANDS EXPERIENCED BY CARDIAC SURGEONS
drager Maquet Seimens Steris StrykerCardiac surgery
00.5
11.5
22.5
33.5
44.5
n=10 Bech
told
cogn
ate
Drag
er
Maq
uet
Seim
ens
simio
n
ster
is
Stry
ker
Cardiac surgery
0
0.5
1
1.5
2
2.5
n=10
Operating tables Operating lights4 cardiac surgeons preferred Maquet operating tables 3 cardiac surgeons preferred Stryker operating tables1 cardiac surgeons preferred Drager,Seimens and Steris operating tables
2 cardiac surgeons preferred Drager and Maquet operating lights1 cardiac surgeon preferred Berchtold and Stryker operating lightsCognate,Siemens,Simion and Steris are preferred by 1 cardiac surgeon
Berchtold cognate janta pharma
Maquet Seimens Stryker
Neuro surgery
0123456
Berchtold cognate Drager janta pharma
Maquet Others Stryker
Neuro surgery
00.5
11.5
22.5
33.5
n=11
BRANDS EXPERIENCED BY NEURO SURGEONS
Operating tables5 neuro surgeons preferred Maquet operating tables2 neuro surgeons preferred Berchtold operating tables Cognate,Jantapharma,Seimens and Stryker are preferred by 1 neuro surgeon
Operating lights3 neuro surgeons preferrred Drager and Maquet operating lights1 neuro surgeon preferred Stryker operating lights1 neuro surgeon preferred Berchtold operating lightsJanta pharma and cognate are preferred by 1 neuro surgeons
n=11
Operating tables Operating lights4 ortho surgeons preferred Stryker operating tables 2 ortho surgeons preferred Maquet operating lights1 ortho surgeons preferred Berchtold,Hospitech,Trivitron and Others operating tables
3 ortho surgeons preferred Maquet operating lights2 ortho surgeons preferred Berchtold and Stryker operating lightsDrager,Hospimedica and others are preferred by 1 ortho surgeon
BRANDS EXPERIENCED BY ORTHO SURGEONS
Berchtold hospitech Maquet Others Stryker trivitronOrtho surgery
0
0.5
1
1.52
2.5
3
3.54
Berc
htol
d
Drag
er
hosp
imed
ica
Maq
uet
Oth
ers
Stry
ker
Ortho surgery
00.5
11.5
22.5
3
n=10 n=10
BRANDS EXPERIENCED BY ONCO SURGEONS
Operating tables
Out of sample size of 5 onco surgeons,2 onco surgeons preferred Cognate operating tables1 onco surgeon preferred Berchtold operating tablesMaquet and Schaerer are preferred by 1 onco surgeon
Operating lights Out of sample size of 5 onco surgeons,1 onco surgeon preferred Berchtold operating lights1 onco surgeon preferrred Cognate,Maquet operating lightsSimion and other brands are preferred by 1 onco surgeon
n=5
Berchtold cognate Maquet schaererOnco surgery
0
0.5
1
1.5
2
2.5
n=5
Berchtold cognate Maquet Others simionOnco surgery
0
0.2
0.4
0.6
0.8
1
1.2
BRANDS EXPERIENCED BY ALL SURGEONS
Operating tables
14
12
8
10
4
6
2
Berchtold Cognate Hospitech Maquet Savion Stryker SchaererSterisSeimensDrager Trivitron Janta Others
No. of times
Brands
0
N=46
Most preferred brand
BRANDS EXPERIENCED BY ALL SURGEONS
Operating lights
14
12
8
10
4
6
2
Berchtold Cognate Hospimedica Maquet Simion Stryker SterisSeimensDrager Janta Others
No. of times
Brands
0n=46
Most preferred brand
3)Features of operating room tables and lights that are important while making purchase decision
QUESTION
0%
2%
4%
6%
8%
10%
Imaging capability
Impo
rtan
ce in
per
cent
age
Patient positioning abilityHeight adjustment
Weight bearing capacity
Battery operated Longitudinal slide
Crash preventionLevelling adjustment Mobile table Others
1 2 3 4 5 6 7 8 9 10
11%
12%
11.3% 11.3% 11.2% 11.2% 10.9% 10.8% 10.8%10.5%
9.8%
FEATURES OF OPERATING TABLE RATED BY CARDIAC SURGEONS
INFERENCES
Most of the cardiac surgeons preferred levelling adjustment(11%) and height adjustment(11%) features are most important for an operating room tables
Second imporatnt features preferred are patient positioning ability and mobile table for an operating table
Others preffered preferred imaging capability,weight bearing capacity and crash prevention are imporatnt fetures(almost approx 11%)
0%
2%
4%
6%
8%
10%
Imaging capability
Impo
rtan
ce in
per
cent
age
longitudinal
slideMobile table Weight bearing
capacityPatient positioning
ability Height
adjustmentCrash preventionLevelling
adjustment Battrey operated Others1 2 3 4 5 6 7 8 9 10
11%
12%
13.8% 12.8% 11.7% 11.7% 11.5% 11.5% 11.5%11.4%
11.3%
FEATURES OF OPERATING TABLE RATED BY ONCO SURGEONS
13%
INFERENCES
Most onco surgeons preferred mobile table (14)%is the most important feature for an operating room tables
Second important feature preferred by onco surgeons is levelling adjustment(13%)
Third important features are battery operated and longitudinal slide(12%)
0%
2%
4%
6%
8%
10%
Imaging capability
Impo
rtan
ce in
per
cent
age
longitudinal
slideMobile table Weight bearing
capacityPatient positioning
ability Height
adjustment Crash preventionLevelling
adjustment Battrey operated Others1 2 3 4 5 6 7 8 9 10
11%
12%
11.3% 11.3% 11.2% 11.2% 10.9% 10.8% 10.8%10.3%
9.8%
FEATURES OF OPERATING TABLE RATED BY ANESTHETISTS
13%
26
Anesthetist preferred levelling adjustment and height adjustment are the most important features for an operating room tables
Second important feature preferred by anesthetist are Mobile table and patient positioning ability
Imaging capability is also preferred by anesthetist as important feature for an operating room tables
INFERENCES
0%
2%
4%
6%
8%
10%
Imaging capability
Impo
rtan
ce in
per
cent
age
longitudinal
slideMobile table Weight bearing
capacityPatient positioning
ability Height
adjustment Crash preventionLevelling
adjustment Battrey operatedOthers
1 2 3 4 5 6 7 8 9 10
11%
12%
12.2% 11.7% 11.7% 11.7% 11.2% 10.6% 10.5%10.1%
9.1%
FEATURES OF OPERATING TABLE RATED BY NEURO SURGEONS
13%
28
INFERENCES
Most of the neuro surgeons preferred Levelling adjustment is the most important feature
Neuro surgeons also preferred Height adjustment,battery operated and crash prevention are the most important features for an operating room tables
Weight bearing capacity is also preferred by neuro surgeons for operating room tables
0%
2%
4%
6%
8%
10%
Imaging capability
Impo
rtan
ce in
per
cent
age
longitudinal
slideMobile table Weight bearing
capacityPatient positioning
ability Height
adjustment Crash preventionLevelling
adjustment Battrey operatedOthers
1 2 3 4 5 6 7 8 9 10
11%
12%
13.4% 13.3% 11.1% 11.05% 10.8% 10.8% 10.8%10.8%
8.7%
FEATURES OF OPERATING TABLE RATED BY ORTHO SURGEONS
13%
30
INFERENCES
Ortho surgeons preferred patient positioning ability is the most important features for an operating room tables
Second important feature preferred by ortho surgeons is imaging capability
0%
2%
4%
6%
8%
10%Impo
rtan
ce in
per
cent
age
1 2 3 4 5 6 7
11%
12%
17.4% 14.5% 13.7% 13.6% 12.8% 12.5% 11.9%
FEATURES OF OPERATING LIGHTS RATED BY ANESTHETISTS
13%
14%
15% 16%
Light field size
Homogenous lights
Shadow free Color select LED Lights Low heat generation Depth of illumination
3.6%
Others8
32
INFERENCES
Anesthetist preferred light field size(17%) is the most important feature for an operating room lights
Second important feature preferred by anesthetist is homogenous light(14%)
Shadow free(13%) is also one of the important feature preferred by anesthetist for an operating room lights
0%
2%
4%
6%
8%
10%Impo
rtan
ce in
per
cent
age
1 2 3 4 5 6 7
11%
12%
14.8% 14.3% 14.2% 13.4% 13.1% 13.03% 12.8%
FEATURES OF OPERATING LIGHTS RATED BY CARDIAC SURGEONS
13%
14%
15% 16%
Light field size
Homogenous lights
Shadow freeColor select LED LightsLow heat generation Depth of illumination
3.7%
Others8
34
INFERENCES
Cardiac surgeons preferred homogenous light(15%) is the most important features for an operating room lights
Second important feature preferred by cardiac surgeons are color select(14%) and shadow free(14%) respectively
Low heat generation(13%) is also preferred by cardiac surgeons as important feature for an operating room lights
0%
2%
4%
6%
8%
10%Impo
rtan
ce in
per
cent
age
1 2 3 4 5 6 7
11%
12%
15.4% 14.4% 14.1% 14.1% 14% 12.8% 12.5%
13%
14%
15% 16%
Light field size
Homogenous lights
Shadow free Color select LED LightsLow heat generation Depth of illumination
2.3%
Others8
FEATURES OF OPERATING LIGHT RATED BY ORTHO SURGEON
36
INFERENCES
Ortho surgeons preferred Shadow free(15%) is the most important features for an operating room lights
Second important feature preferred by ortho surgeons is Color select
Homogenous lights and light field size are other features preferred by anesthetist as important feature for an operating room lights
0%
2%
4%
6%
8%
10%Impo
rtan
ce in
per
cent
age
1 2 3 4 5 6 7
11%
12%
16.1% 15.7% 15.1% 14.9% 13.4% 13.2%
7.5%
13%
14%
15% 16%
Light field size
Homogenous lights
Shadow free Color select LED LightsLow heat generation Depth of illumination
3.8%
Others8
FEATURES OF OPERATING LIGHT RATED BY NEURO SURGEONS
38
INFERENCES
Neuro surgeons preferred homogenous lights (16%) is the most important features for an operating room lights
Second important feature preferred by neuro surgeons is shadow free(15%)
0%
2%
4%
6%
8%
10%Impo
rtan
ce in
per
cent
age
1 2 3 4 5 6 7
11%
12%
13.8% 13.8% 13.8% 12.9% 12.9% 11.8%
11.8%
13%
14%
15% 16%
Light field size
Homogenous lights
Shadow free Color select LED LightsLow heat generation Depth of illumination
3.8%
Others8
FEATURES OF OPERATING LIGHT RATED BY ONCO SURGEONS
40
INFERENCES
Onco surgeons preferred Homogenous lights(14%),Color select(13%),Shadow free(13%) are the most important features for an operating room lights
Second important features preferred by onco surgeons are Low heat generation(13%) and Depth of illumination(13%) respectively
Light field size(12%) and LED lights(12%) are also preferred by anesthetist as important feature for an operating room tables
QUESTION
4)Brands of operating room tables and lights which surgeons prefer to buy in future
BRANDS PREFERENCE BY ANESTHETISTS IN FUTURE
Operating tables
Operating lights
Berchtold50%
Maquet10%
No brand10%
Stryk
er30%
Berchtold50%
Maquet10%
No brand10%
Stryker30%
50% anesthetists preferred Berchtold operating tables in future
30% anesthetists preferred Stryker operating tables in future
10% anesthetists preferred Maquet operating tables in future
50% anesthetists preferred Berchtold operating lightsin future
30% anesthetists preferred Stryker operating lights in future
10% anesthetists preferred Maquet operating lights in future
n=10
n=10
BRANDS PREFERENCE BY CARDIAC SURGEONS IN FUTURE
Operating tables Operating lights
40% cardiac surgeons preferred Maquet operating tables in future30% cardiac surgeons preferred Stryker operating tables in future20% and 10% cardiac surgeons preferred Berchtold and Steris operating tables respectively
50% cardiac surgeons preferred Maquet for operating lights in future20% cardiac surgeons preferred Berchtold operating lights in future10% cardiac surgeons preferred Stryker and Steris operating lights in future
Berchtold20%
Maquet40%
Steris10%
Stryker30%
Berchtold20%
Drager10%
Maquet50%
Steris10%
Stryker10%
n=10 n=10
BRANDS PREFERENCE BY NEURO SURGEONS IN FUTURE
Operating tables64% neuro surgeons preferred Maquet operating tables in future18% neuro surgeons preferred Berchtold operating tables in future 18% neuro surgeons preferred Stryker operating tables in future
Operating lights73% neuro surgeons preferred Maquet operating lights in future9% neuro surgeons preferred Stryker operating lights in future9% neuro surgeons preferred Berchtold operating lights9% neuro surgeons preferred Drager operating lights in future
Berchtold18%
Maquet64%
Stryker18%
Berchtold9%
Drager9%
Maquet73%
Stryker9%
n=11
n=11
Operating tables Operating lights50% ortho surgeons preferred Stryker operating tables in future 30% ortho surgeons preferred Berchtold operating tables in future20% ortho surgeons preferred Maquet operating tables in future
BRANDS PREFERENCE BY ORTHO SURGEONS IN FUTURE
Berchtold30%
Maquet20%
Stryker50%
Berchtold30%
Maquet20%
Stryker50%
50% ortho surgeons preferred Stryker operating lights in future 30% ortho surgeons preferred Berchtold operating lights in future20% ortho surgeons preferred Maquet operating lights in future
n=10 n=10
Operating tables
60% onco surgeons preferred Berchtold operating tables20% onco surgeons preferred Maquet operating tables20% onco surgeons preferred Schaerer operating tables
Operating lights
BRANDS PREFERENCE BY ONCO SURGEONS IN FUTURE
Berchtold60%
Maquet20%
Schaerer20%
Berchtold60%
Maquet20%
Schaerer20% 60% onco surgeons preferred Berchtold
operating lights20% onco surgeons preferred Maquet operating lights20% onco surgeons preferred Schaerer operating lights
n=5
n=5
BRANDS PREFERENCE BY SURGEONS IN FUTURE
33%
33%2%
28%
2% 2%
operating tables
BerchtoldMaquetNo brandStrykerSterisSchaerer
Operating tables
BRANDS PREFERENCE BY SURGEONS IN FUTURE
Operating lights
31%
38%
2%
22%
4% 2%operating lights
BerchtoldMaquetNo brandStrykerDragerSterisCognate
QUESTION
5)Surgical procedures benefited by operating room tables and lights
SURGICAL PROCEDURES
Anesthetist:-
1)Transplantation2)Orthopedic procedures3)Hip and Knee replacements4)Urinal surgeries5)Neuro surgical procedures6)Spine surgeries7)General surgeries8)Joint replacement9)Neural procedures
Cardiac surgery:-
1)Angiography-It is a medical imaging technique used to visualize the inside, or lumen, of blood vessels and organs of the body, with particular interest in the arteries, veins, and the heart chambers.2)Angioplasty-surgical repair or unblocking of a blood vessel, especially a coronary artery3)CABG-Coronary artery bypass grafting (CABG) is a type of surgery that improves blood flow to the heart. Surgeons use CABG to treat people who have severe coronary heart disease (CHD).4)AVR-Aortic Valve Replacement (AVR) through open heart surgery is a common treatment for severe aortic stenosis.5)MICS-Minimal invasive cardiac surgery
SURGICAL PROCEDURES
Neuro surgery:-
1)Congenital surgeries-Congenital heart defect corrective surgery fixes or treats a heart defect that a child is born with.2)Surgeries of tumours3)Epilepsy neurosurgeries-Epilepsy surgery is a procedure that either removes or isolates the area of your brain where seizures begin. It is a treatment option for people whose seizures are not well controlled with medication.4)Neural surgeries
Ortho surgery:-
1)Joint replacement2)Total Knee replacement(TKR)3)Total Hip replacement(THR)4)Knee surgeries5)Sports injuries like tennis elbow surgeries
Onco surgery:-
1)Lumpectomy- Sometimes known as a tylectomy) is a surgical removal of a discrete portion or "lump" of breast, usually in the treatment of malignant tumor or breast cancer2)Lymph node biopsy-Lymph node biopsy is a test in which a lymph node or a piece of a lymph node is removed for examination under a microscope3)Malignant tumours surgeries
QUESTION
6) Recommendation of operating room tables and light by surgeons in last five years
RECOMMENDATION OF PRODUCTS
No Yes No Yes N/A No Yes N/A No Yes N/A No Yes N/AAnesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery
0
1
2
3
4
5
6
7
8
9
Specialty
No.of times
No
Yes
n=46
RECOMMENDATION OF PRODUCTS
Yes35%
No65%
QUESTION
If the operating room tables and lights are recommended by surgeons in last five years then brand name
RECOMMENDATION OF BRANDS
Specialty Brands reco. No.of specialties
Anesthetist All Indian brands 1
No brand 9
Cardiac surgeon Maquet 3
No brand 7
Neuro surgeon Hospitech 1
Maquet 5
No brand 5
Onco surgeon Berchtold 2
No brand 3Ortho surgeon Maquet 1
No brand 9n=46
All I
ndia
n br
ands
no b
rand
maq
uet
no b
rand
hosp
itech
maq
uet
no b
rand
Berc
htol
d
no b
rand
maq
uet
no b
rand
Anesthetist Cardiac surgery
Neuro surgery Onco surgery Ortho surgery
0
1
2
3
4
5
6
7
8
9
10
7)Level of involvement of health care professional in purchasing of operating room tables and lights
QUESTION
LEVEL OF INVOLVEMENT
According to Ortho surgeons22%
20%21%
18%
20%SpecialtyAnesthetistOnco surgeonsNeuro surgeonsCardiac surgeonsGastroenterology
n=10
22% is the level of involvement of anesthetist 21% is the level of involvement of neuro
surgeons 20% is the level of involvement of gastro
surgeons 19% is the level of involvement of onco
surgeons 18% is the level of involvement of cardiac
surgeons
According to neuro surgeons25%
19%19%
19%
18% Specialty
AnesthetistOrtho surgeons
Onco surgeons
Cardiac surgeonsGastroenterology
25% is the level of involvement of anesthetist in purchasing of operating tables and lights
19% each is the level of involvement of ortho surgeons,onco surgeons and cardiac surgeons
18% gastro surgeons play role in purcahsing of operating tables and lightsn=11
LEVEL OF INVOLVEMENT
According to cardiac surgeon,26% is the level of involvement of anaesthetists
21% onco surgeons play role in purchasing of operating room tables and lights
20% ortho surgeons and 20% gastro surgeons play role in purchasing of operating room tables and lights
13% is the level of involvement of neuro surgeons
According to cardiac surgeons
According to anesthetist According to anesthetists,21% cardiac surgeons and 21% neuro surgeons play role in purchasing of operating room tables and lights
20% ortho surgeons play role in purchasing of operating room tables and lights
19% ontho surgeons and 19% gastro surgeons play role in purchasing of operating room tables and lights
26%
20%21%
13%
20% SpecialtyAnesthetistOrtho surgeonsOnco surgeonsNeuro surgeonsGastroenterology
20%
19%
21%
21%
19%Specialty
AnesthetistOnco surgeonsNeuro surgeonsCardiac surgeonsGastroenterology
n=10
n=10
LEVEL OF INVOLVEMENT
gg Inference
21% is the level of involvement of anesthetist in purchasing of operating tables and lights
20% is the level of involvement of ortho surgeons in purchasing of operating tables and lights
20% is the level of involvement of cardiac surgeons in purchasing of operating tables and lights
20% is the level of involvement of onco surgeons in purchasing of operating tables and lights
19% is the level of involvement of gastroenterology in purchasing of operating tables and lights
20%
20%
20%
20%
19%specialty
AnesthetistOrtho surgeonsNeuro surgeonsCardiac surgeonsGastroenterology
According to onco surgeons
n-=5
QUESTION
8) What forum provide maximum product information about the products?
PRODUCT INFORMATION
90% of anesthetists preferrred medical conferences as the best forum for maximum product information if
customers wants to purchase operating tables and lights
60% of cardiac surgeons preferred medical conferences as the best forum for maximum product information if customers wants to purchase operating tables and lights
company website medical conferencesAnesthetist
0123456789
10
n=10
add
in m
agaz
ines
com
pany
pro
duct
sym
posiu
m
com
pany
web
site
med
ical c
onfe
renc
es
prod
uct e
xpo
Cardiac surgery
0
2
4
6
n=10
com
pany
pro
duct
sym
posiu
m
com
pany
web
site
med
ical
con
fere
nces
prod
uct e
xpo
Neuro surgery
0246
add in magazines medical conferences product expoOrtho surgery
0
1
2
3
4
5
6
7
8
60% of neuro surgeons preferred medical conferences as the best forum30% of neuro surgeons preffered product expo as the best forum10% each of neuro surgeons preferred company website and com.product symp as the best forum
80% of ortho surgeons preferred medical conferences as the best forum for maximum product information
10% each of ortho surgeons preferred add in magazines and product expo as the best forum for maximum product information
Onco surgery medical con-ferences
00.5
11.5
22.5
33.5
44.5
5
n=5
All the onco surgeons preferred medical conferences as the best forum for maximum product information if customers want to buy operating tables and operating lights
n=11
n=10
64
PRODUCT INFORMATION
74%
4%
7%4% 11%
Medical conferencesAdd in magazinesCompany websiteCompany product sym-posiumProduct expo
QUESTION
9)During a conference , if company display operating room tables and lights at the booth probability of health care professionals to visit these booths
PROBABILITY OF CONFERENCES VISIT
som
ewha
t pro
babl
e
neut
ral
som
ewha
t pro
babl
e
som
ewha
t pro
babl
e
very
pro
babl
e
som
ewha
t pro
babl
e
very
pro
babl
e
som
ewha
t pro
babl
e
very
pro
abab
le
Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery
0
2
4
6
8
10
12
Specialty
No. of times
n=46
Somewhat probable
Very probable
Neutral
PROBABILITY OF CONFERENCES VISIT
91%
7%
2%
somewhat probablevery probableneutral
QUESTION
10)If company organized product symposium and product demos then probability of health care professionals to attend
PROBABILITY OF HEALTH CARE PROFESSIONALS TO ATTENDso
mew
hat p
roba
ble
neut
ral
som
ewha
t pro
babl
e
som
ewha
t pro
babl
e
very
pro
babl
e
som
ewha
t pro
babl
e
very
pro
babl
e
neut
ral
som
ewha
t im
prob
able
som
ewha
t pro
babl
e
Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery
0123456789
10
10
1
9 9
2
4
1 1 1
8
n=46
Somewhat probable
Neutral
Very probable
Somewhat improbable
All the anesthetist(Max probability) have probability to attend product demos and product symposium
9 cardiac and neuro surgeons have probability to attend product demos and product symposium
4 onco surgeons and 8 orthopedic surgeons have probability to attend product demos and product symposium
QUESTION
11)Best forum to showcase operating tables and lights for surgeons to understand features and benefits
RECOMMENDED FORUM BY SURGEONSAd
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mag
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adve
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med
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Anesthetist
0123456
n=10
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sym
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Exhi
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Cardiac surgery
0123456
50% of anesthetist preferred medical conferences as the best forum for surgeons to understand features of operating tables and lights20% % of anesthetist preferred medical conferences as the best forum for surgeons 10% preferred advertisement and product expo as best forum
50% of cardiac surgeons preferred medical conferences as the best forum for surgeons to understand features of operating tables and lights20% % of cardiac surgeons preferred product expo as the best forum for surgeons
n=10
40% of neuro surgeons preferred product expo as the best forum30% of neuro surgeons preffered medical conferences as the best forum20% each of neuro surgeons preferred company product symp as the best forum
40% of ortho surgeons preferred medical conferences as the best forum for maximum product information
20% each of ortho surgeons preferred product expo as the best forum for maximum product information
40% of ortho surgeons preferred medical conferences as the best forum for maximum product information if customers want to buy operating tables and operating lights
n=11
com
pany
pro
duct
sy
mpo
sium
med
ical
con
-fe
renc
es
no su
gges
tion
prod
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Neuro surgery
00.5
11.5
22.5
33.5
4
n=11
medical conferences no suggestion product ExpoOnco surgery
00.20.40.60.8
11.21.41.61.8
2
n=5
Add
in m
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com
pany
web
site
Maj
or o
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pedi
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ence
s
med
ical
con
fere
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no b
rand
no su
gges
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prod
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Ortho surgery
01234
n=10
73
RECOMMENDED FORUM BY SURGEONSAd
d in
mag
azin
es
adve
rtise
men
t
inte
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med
ical
con
fere
nces
prod
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Add
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com
pany
pro
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sym
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m
Exhi
bitio
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med
ical
con
fere
nces
prod
uct E
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com
pany
pro
duct
sym
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m
med
ical
con
fere
nces
no su
gges
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prod
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med
ical
con
fere
nces
no su
gges
tion
prod
uct E
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Add
in m
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pany
web
site
Maj
or o
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med
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no b
rand
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Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery
0123456
n=46
specialty
74
50% anesthetist preferred medical conferences as the best forum
50% cardiac surgeons preferred medical conferences as the best forum
40% neuro surgeons preferred product expo as the best forum
20% onco surgeons preferred medical conferences as the best forum
40% ortho surgeons preferred medical conferences as the best forum
RECOMMENDED FORUM BY SURGEONS
CONCLUSION
The market for Operating room tables and lights is growing at an accelerated rate with focus on specialized healthcare, with larger expansions by corporate hospital sensing a huge potential in un-tapped Indian masses
Government of India investing in the healthcare sector by opening a large number of institutes across India and initiating better healthcare schemes for common people
The main growth drivers for OT lights and tables are increased specialized surgical interventional procedures and advancement in technology to upgrade the operation room to customized OR or integration OR
Trend in OT lights is toward the innovative combination of multi-facet reflectors with high-tech LED where these facets generate unlimited beam paths for a homogeneous light beam and glare-free light field. Color-cast shadows are reduced to a minimum
76
Anesthetists preferred Berchtold operating tables and operating lights Most of the cardiac surgeons preferred Maquet operating tables and Drager operating lights Neuro surgeons are using Maquet operating room tables and Drager operating room lights Stryker operating tables is top most choice for Ortho surgeons may it be replacement surgeries,Total hip
replacement(THR),Total knee replacement(TKR) surgeries and bariatric surgeries Onco surgeons preferred Berchtold operating room lights for their surgical procedures Height adjustment,Mobile table and levelling adjustment are the most demanded fetures in operating room
tables and Homogenous light,Shadow free and Color select are most demanded features in operating room lights
Most of the anesthetists preferred Berchtold operating tables and lights Cardiac surgeons preferred Maquet operating room tables and lights Neuro surgeons preferred Maquet operating room tables and lights Ortho surgeons preferred Stryker operating room tables and lights Onco surgeons preferred Berchtold operating room tables and lights for their surgical procedures
77
Neuro surgeon recommended Maquet most of the times in hospitalsAnesthetists play a major role in the purchase of operating room tables and lightsMedical conference is the most recommended forum for obtaining product information
78
In 2013, Indian operating room tables market is estimated at Rs. 130 crore with the sales of 2750 units. The indigenous segment with 2000 units constitutes 72 percent of the total market, in volume terms.
In 2013, the Indian OT lights market is estimated at 108 crore, with 2900 units in volume terms Anesthetist preferred Berchtold brand most so there is a need to involve anesthetist recommendation
regarding the operating tables and lights Neuro surgeons and Cardiac surgeons using Maquet mostly so there is need for Stryker to know the lacking
points in these above specifies specialty Stryker is the top most choice for Orthopedic surgeons so market can be enhanced and can be penetrated by
involving ortho surgeons in the tedproduct specification and design so that other specialities can also be penetrated in future through the cutting edge technologies
Height adjustment,Levelling adjustment in operating room tables and homogenous lights and color select in operating room lights are most requires features so Stryker-Berchtold can increase their position in market through Operon D series operating tables and Chromophare F generation operating lights
RECOMMENDATION
79
Onco surgeons preferred Berchtold operating room lights for their surgical procedures so advancement can be done and market can be tapped by penetrating in this speciality
Most of the surgeons and health care professionals are not aware about the fact that Berchtold is now a part of Stryker so there is a need to increase awareness among surgeons through brochure,guides and magazines of Stryker so that they become more knowledgeable about the Stryker-Berchtold products
Most of the surgeons prefers Medical conference is the best way to obtain product information so awareness about the products can be increased cy conducting more medical conference and inviting majorly surgeons in the conference so that they become aware about the Stryker brand and recommend the products of Stryker in future
Product expo should be done in order to create awareness among healthcare professional about the products of Stryker
Stryker through Operon D series operating tables which has greater weight capacity can incease its market potential
Cost should be affordable so they hospitals can switch from Indian brands to Stryker
RECOMMENDATION
80
Indraprastha Apollo hospital has 22 operation theatre and it has many branches as well But they are using only Berchtold brand in urology operation thetre and general surgeries operation theatre According to Manish Sharma,Member of biomedical engineering department of Apollo hospital:- Total no. of operation theatres-22 Brands using-a)Operating room tables-Maquet,Berchtold,Schaerer b)Operating room lights-Simion,Maquet,Berchtold and Indian brand
CASE STUDY
OPERATION THEATRES OPERATING TABLES OPERATING LIGHTS
Oncology surgical Cognate Simion
Cardiac surgery Maquet Simion
Urology and general surgeries
Cognate Berchtold
81
So,there is a need to increase market in such hospitals as they are big and ready to buy capital items of good quality so Stryker should approach these hospitals in order to increase potential
Dr.Santosh(Anesthetist) Paras hospital-We are using Berchtold lights and it is really good as compare to other companies
Ganga Ram hospital is willing to take services of Stryker products
CASE STUDY
Thank youANY……????
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