Hand holding positive and negative speech bubble card
Message Testing With Interventional Radiologists
A manufacturer wanted to test positioning and messaging for a smaller-diameter option of its TIPS device, used to treat complications of portal hypertension.
The recruitment focused entirely on interventional radiologists, who perform the TIPS procedure. Interviews were held online.
The final sample was 40: 38 in the US and two in Europe.
The sample was experienced and active. Physicians performed an average of 28 TIPS procedures a year. More than half had over 15 years in practice, and just over half worked in academic or university centers, with the rest spread across teaching, private, and community settings.
Not every physician covered every topic. Within the 40:
All discussed their experience with the current device
25 reviewed the competitor's product profile
6 described hands-on experiences from a trial
22 evaluated draft messaging and clinical data on TIPS
Splitting topics kept interviews focused and gave the client clear direction on TIPS positioning and messaging.
Related case studies:
US & Europe – 45 Liver Specialists and Radiologists: Message Testing
US – 21 Interviews and 201 Liver Specialists: Portal Hypertension Referral
Need to recruit interventional radiologists for market research? See our fieldwork recruitment services or email intel@mrdoctor.com.
