Testing Demand for a Next-Generation Aortic Stent-Graft 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 physician interviews were 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.
Recruiting physicians who did not use the older stent-graft, 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.
Related case studies:
Europe & US – 41 EVAR Physicians: Message Testing at Congress
Europe & US – 21 Aortic Physicians: Message Testing in Europe
Need to recruit aortic specialists for in-person interviews? See our fieldwork recruitment services or email intel@mrdoctor.com.
