What Do Surgeons Call It? A 20-Minute, Five-Market Terminology Check
Before a launch, getting the name right matters. The question was simple: what do surgeons call it?
Ahead of a launch, a manufacturer wanted to confirm the language surgeons use to describe complex diseases involving the visceral segment.
Because terminology can vary by country and specialty, the recruit spanned five markets and three surgical specialties. Each surgeon had to be actively performing endovascular aortic procedures and using the client's thoracic and abdominal stent-grafts so they would be in a position to use the new device once it became available.
The final sample was 14 surgeons:
8 vascular surgeons
3 cardiothoracic surgeons
3 cardiovascular surgeons
By market: US (5), Japan (3), Germany (2), Italy (2) and the UK (2). Median reported annual volumes were 16 thoracic and 20 abdominal device cases.
The interviews were short by design: 20 minutes by Zoom, in English. A tight focus on one question kept the ask small for busy surgeons and allowed a quick turnaround.
Brand associations with the device name were explored too, rounding out the picture for the marketing team.
A short, focused recruit across five markets gave the client a clear, evidence-based answer on naming.
