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Plastic Surgery - The Customer Connection: How to Increase the
Efficiency and Effectiveness of Sales Calls, Marketing and
Professional Education

Description:    Methodology and Purpose of this Research
                100 American Medical Association (AMA) board certified plastic surgeons were randomly selected
                from a list of 6300 surgeons to participate in a self-administered questionnaire (SAQ) featured on
                the internet. Upon completion of the SAQ, 20 of the participants were selected to participate in a
                follow-up depth interview conducted via the telephone.

                The purpose of the study is to provide information relative to sales and professional education to
                help companies improve their performance in these critical areas.

                The results feature a summary of surgeons’ experience with, and perceptions of, sales reps and
                professional education. Also included is a summary of advertising and training preferences, as well
                as an overview of attitudes regarding product adoption. A multivariate derived metric provides for a
                relative comparison and positioning of the featured companies.

                The results of the data analysis reveal the frequency and value of sales representatives’ visits vary
                across the featured companies. Some company reps are seen multiple times in a year and others
                may only be seen once a year, if at all. The perceived value of sales reps visits also varies across
                the featured companies.

                Participation in company sponsored education events is popular and while the value of these events
                varies, overall, they could all be improved. The analysis also indicates the plastic surgeon
                population may be effectively segmented based on their preferred methods for learning about new
                products as, well as their preferences for learning new techniques or methods.

                The information has applicability to sales, professional education, communications, advertising, as
                well as other business functions.



Contents:       Introduction & Report Overview
                Abstract
                Measurement Objectives
                Sample Design & Distribution Measurement & Data Collection Design
                How to read this report
                Executive Summary & Key Findings
                Detailed Findings

                I. Medical Sales Representatives seen by Plastic Surgeons

                a. # of times sales reps are seen in a typical month (for any company)
                b. Frequency of specific sales rep visits for each of the listed companies
                i. Allergan
                ii. Bard / Davol
                iii. BioForm
                iv. Byron Medical
                v. Candela
                vi. Ethicon
                vii. Implantech
                viii. Inamed
                ix. Integra
                x. Medicis
                xi. Mentor
                xii. Spectrum
xiii. Thermage
xiv. Tyco
c. Quality of information presented in sales rep meetings for specific companies
 (New and Valuable)
 (New, Not Valuable)
 (Not New, Valuable)
 (Neither New nor Valuable)
i. Allergan
ii. Bard / Davol
iii. BioForm
iv. Byron Medical
v. Candela
vi. Ethicon
vii. Implantech
viii. Inamed
ix. Integra
x. Medicis
xi. Mentor
xii. Spectrum
xiii. Thermage
xiv. Tyco
d. How often do plastic surgeons prefer to be seen by sales reps
i. Weekly
ii. 2 Times per Month
iii. Monthly
iv. 3-4 Times per Year
v. 1 Time per Year or Less
vi. Never
vii. Only When I Request
viii. Only When They Have New Products or Information to Share


II. Professional Medical Education for Plastic Surgeons

a. How many professional education events do plastic surgeons attend annually
b. How often do plastic surgeons attend events by the following companies
i. Allergan
ii. Bard / Davol
iii. BioForm
iv. Byron Medical
v. Candela
vi. Ethicon
vii. Implantech
viii. Inamed
ix. Integra
x. Medicis
xi. Mentor
xii. Spectrum
xiii. Thermage
xiv. Tyco
c. What is the quality of the professional education events attended by plastic surgeons
(Poor)
(Needs Improvement)
(About Average)
(Good)
(Excellent)
i. Allergan
ii. Bard / Davol
iii. BioForm
iv. Byron Medical
v. Candela
vi. Ethicon
vii. Implantech
viii. Inamed
ix. Integra
x. Medicis
xi. Mentor
xii. Spectrum
xiii. Thermage
xiv. Tyco

III. Information Sources for Plastic Surgeons

a. Plastic Surgeons preferences for learning about new products
i. Internet
ii. Journals
iii. Conventions
iv. Sales reps
v. Company sponsored events
vi. Colleagues
vii. Multimedia (CD/DVD)
viii. Academic environment (University, Grand rounds, etc.)
b. Plastic Surgeons preferences for learning about new methods, techniques, treatments
i. Internet
ii. Journals
iii. Conventions
iv. Sales reps
v. Company sponsored events
vi. Colleagues
vii. Multimedia (CD/DVD)
viii. Academic environment (University, Grand rounds, etc.)
c. What are the marketing practices of Plastic Surgeons
i. Print advertising (magazine, newspaper, billboard, yellow pages)
ii. TV advertising
iii. Radio
iv. Web site or internet
v. Networking / Developing additional referring physicians
vi. Educational seminars / Q & A sessions for public
vii. Community activities or charitable involvement
viii. Contact with workers comp case managers
ix. Contact with large companies in local area
d. Time spent on internet & reading medical journals for professional purposes

IV. Plastic Surgeon Attitudes

What are plastic surgeons level of agreement with featured product statements
(Strongly Disagree)
(Disagree)
(Slightly Disagree)
(Neutral)
(Slightly Agree)
(Agree)
(Strongly Agree)
i. I am pleased with the quality of the products I currently use in surgery
ii. I prefer performing surgery over consulting with patients
iii. I am committed to monitoring emerging products and methods in my field
iv. Cost is a very important consideration when I select products
v. I believe medical manufacturers understand the needs of the surgeon
vi. I will not try a new product unless it is supported with published clinical evidence
vii. I am very specific regarding my product preferences and will request a specific product
viii. I like to try new products and procedures / methods
ix. I tend to stick with products and am reluctant to adopt the “latest and greatest”
x. My peers influence my selection of products, methods or techniques
xi. Patient requests influence my decision to try new products or treatments
xii. I believe direct to consumer advertising is effective for cosmetic procedures
xiii. I believe too many resources are expended on refining or developing products for which there
            is no pressing need
            xiv. The influence of surgeons in hospital purchasing is increasing
            xv. I am unlikely to request a product not on contract with the hospital/ facility
            xvi. For the most part I believe all approved medical products are the same

            Conclusion
            Recommendations
            Suggested Analysis
            About the Author

            Table of Figures

            Figure A-1 Geographical Spread of Respondents
            Table 1-1 Sales Reps Seen in an Average Month
            Figure 1-1 Sales Rep Visits per Month
            Figure 1-2 Sales Rep Visits (Histogram)
            Table 1-2 Sales Reps Seen in the Last 12 Months (by company)
            Figure 1-3 Average Sales Rep Visits pet Year
            Figure 1-4 Percentage Selecting 1 or More Visits
            Table 1-3 Impressions of Information Provided Suring Sales Rep Visits
            Figure 1-5 Standardized Information Ratings (sales rep visits)
            Table 1-4 Preferred Frequency of Sales Rep Visits
            Figure 1-6 Preferred Frequency of Sales Rep Visits
            Table 2-1 Company Sponsored Professional Education Events Attended in an Average Year
            Figure 2-1 # of Professional Education Events Attended (Pie Chart)
            Table 2-2 Specific Sponsored Events Attended
            Figure 2-2 % Surgeons Attending Featured Company Sponsored Education Events
            Figure 2-3 Quality Ratings of Specific Sponsored Events Attended
            Table 2-4 Standardized Scores for Quality Ratings of Specific Sponsored Events Attended
            Figure 2-4 Professional Education Events – Standardized Derived Ratings
            Table 3-1 Information Sources for New Products
            Table 3-2 Information Sources for New Methods, Techniques and Treatments
            Figure 3-1 Preferred Sources of Learning – New Products vs. New Methods
            Table 3-3 Current Marketing Activities
            Table 3-4 Average Time (hours) Spent Reading Journals and on internet
            Figure 3-2 Average hours on the internet and reading journals
            Table 4-1 Level of Agreement with Product Stateme



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