1. USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT The Client, a worldwide leader in new medicines and technologies, wanted to understand the communication mediums currently being used by Interventional Cardiologists, Cardiol- ogy Fellows, and Hospital Administrators to receive communication about products, clinical data, and work-related messages. The Client wanted to define a marketing strategy to maximize ROI on its marketing communications by identifying the communication channels most preferred and utilized by customers. More specifically, the Client wanted to understand how the content of the communication affected customers preferences of mediums. This information would be used to determine the best strategy to reach each targeted customer segment. SOLUTION The MarkeTech Group (TMTG) designed and administered an online survey completed by 148 interventional Cardiologists, Cardiology Fellows, and Cath Lab Administrators. TMTG also conducted a series of In-Depth Interviews (IDIs) with respondents of each group, and hosted a series of focus groups. These sessions provided baseline data on the different communication channels used by the targets for clinical data, new products, and other work-related messages. The Client was able to define the elements of a strategic marketing communication plan that optimized ROI by matching communication content with the customers preferred channels. Also, based on the findings and recommendations provided by TMTG, the Client was able to understand the viability of investing in new trends in communication and customer relationships as compared to more traditional communication channels. EUROPE / FRANCE 3 rue Emile Phant 44000 Nantes France Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com MARKET METHODOLOGY MIX South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY PRODUCT CREATION LAUNCH PREPARATION Medical Device Medical Imaging Medical Diagnostics Medical IT/eHealth Biotechnologies Pharmaceuticals Technology Assessment Opportunity Analysis Customer and Product Requirements Product Concept Testing Segmentation Analysis Brand Positioning Packaging and Materials Testing Go to Market Planning Pricing PRODUCT MONITORING Customer Satisfaction and Loyalty Post Launch Acceptance MARKET RESEARCH AND PLANNING Custom Market Analysis Market Mix Analysis Cath Lab Customer Communication Analysis TECHNOLOGY GO / NO GO North America