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BACKGROUND

CHALLENGE

IMPACT

The Client is a leading international EMR, HIS, RIS, PACs and radiology equipment vendor that has been present in the Latin American market for several years through local distributors only, limiting it’s knowledge and understanding of these markets. Discrepan-cies between information provided by distributors and secondary data available presented challenges in assessing the region’s real market potential and how to strategically position the company in Latin America.

The challenge was two fold: quickly and cost-effectly capture the high-level market status (segments, readiness, value-drivers, brand perception) of these sytems which required access to C-level management in the leading institutions of each country and obtain large sample data to allow a statistically significant meaurement of installed base, pricing and future market potential.

SOLUTIONTMTG designed and implemented a two step approach: qualitative in-depth interviews with radiology and IT decision makers to understand the value drivers and bariers for the adoption of the different systems, their perception of competetive advantages for different national and international vendors, and the strengths and weaknesses of distributors versus original vendors. Qualitative web-based surveys quantified the installed base by brand and age, and the expected rate of replacement of current system or the adoption of the first system. Leveraging TMTG’s previous relationships in each country and adopting a snow-ball efect, TMTG’s consultants were able to interview C-level executives in each of the countries’ leading institutions. Findings from each phase were calibrated into available secondary data to allow directional forecasting of the regions market potential.

The Client gained a comprehensive understanding of the Latin American market for the IT systems researched including: institutional categories, infra-structure and educational readiness, perceived value drivers, barriers, pricing sensitivity and customer perception of major brands. The study also provided the Client with a clear picture of where each country is in the the development of it’s medical IT system within a historical perspective, as well as the expected adoption rate and market potential for the following years. Overall the study allowed the client to better understand and reconciliate discrepancies in the information received from local distributors and therefore regain control of how to strategi-cally manage the Latin American market.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION

LAUNCH PREPARATION

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Go to Market PlanningPricing

PRODUCT MONITORINGCustomer Satisfaction and Loyalty

Post Launch Acceptance

MARKET RESEARCH AND PLANNINGCustom Market Analysis

Market Mix Analysis

Understanding the PACS, RIS, HIS and EMR Market in Latin America

TECHNOLOGY GO / NO GO

North America