Case Study

Orthopedic digital surgery tools concept testing

Leveraging concept testing to differentiate software offerings and guide organic market migration.

Overview

<p>GLG supported precise market differentiation through targeted specialist access, rigorous concept testing, and seamless execution.</p>

High-Specificity Recruitment: GLG successfully recruited 100 orthopaedic surgeons with the exact clinical profile required (hip replacement specialists), ensuring the feedback came from the true end-user.

Advanced Methodological Tools: By incorporating highlighter exercises and heatmap results, GLG provided a visual and granular understanding of user preferences that standard surveys cannot capture.

Data-Driven Marketing Strategy: The project provided the insights necessary to develop marketing materials that positioned both software tools as individually valuable, preventing brand erosion.

Actionable Benchmarking: The use of performance ratings charting allowed the client to assess their software concepts against specific attributes, providing a clear path for future product development.

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CHALLENGE

One of our clients, an orthopedics solutions company, wanted to understand the differentiation between two of their products and the preference dynamics among users. The goal was to ensure sustained value for each product while determining the level of distinct value versus potential cannibalization between the two software versions.

THE GLG APPROACH

GLG supported the client by leveraging a robust concept test methodology. Targeting a precise sample of N=100 orthopaedic surgeons to ensure the data was highly relevant, all participants were required to meet the specific criteria of being active surgeons who perform hip replacement surgeries.

The study focused on:

Migration Factors: Identifying specific triggers to guide a slow, organic movement from basic to advanced software within the market.
Value Sustainability: Ensuring that the value proposition for each individual product remained strong.
Performance Metrics: Assessing concepts through highlighter exercises and performance ratings charting to evaluate several distinct attributes.

OUTCOME

GLG delivered a comprehensive package of deliverables, including final raw data and advanced cross-tabulated files in Excel. The final topline report provided high-level key findings and visualized user feedback through heatmaps, allowing the client to see exactly how surgeons interacted with the software concepts.

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