Testing demand for a next-generation aortic stent-graft alongside its predecessor in London, Chicago, and New York
Some questions can't be answered from a screen. Physicians need to see and handle the device.
A manufacturer planned to launch a next-generation aortic stent-graft while keeping its established version on the market. It needed to know whether physicians saw value in having both.
Each one-hour structured interview included a product demonstration, a video, and a stimulus, so in-person fieldwork was essential.
In Europe, 18 physicians were interviewed at a major vascular congress in London: seven from Italy, six from Germany, three from the UK and one each from Spain and France.
In the US, 17 were interviewed: 10 at an endovascular conference in Chicago and seven at a research facility in New York.
Across both regions, the sample of 35 included 24 vascular surgeons, six interventional cardiologists, and five interventional radiologists.
Hearing from physicians who did not use the older device, as well as loyal users, proved useful. Reaching users and non-users in two regions gave the client a balanced read before setting launch strategy.
