Do medical device companies understand orthopaedic surgeons? An analysis of factors affecting purchasing in Europe
Journal of Medical Marketing, ISSN: 1745-7912, Vol: 14, Issue: 2-3, Page: 154-162
2014
- 20Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Metrics Details
- Captures20
- Readers20
- 20
Article Description
The medical device industry, including within orthopaedic surgery, faces a series of challenges due to changes in the market landscape. A market-oriented strategy has therefore become increasingly important. To examine whether orthopaedic surgeons are well served by current marketing strategies, we surveyed European healthcare professionals and medical device company employees. Healthcare professionals ranked 11 factors when choosing a medical device and/or supplier while medical device company employees ranked the importance of those factors to healthcare professionals. Fifty-one healthcare professionals and 56 medical device company employees responded. A Mann-Whitney U test revealed significant differences between healthcare professionals and medical device companies for the factors 'proven better patient outcomes', 'cost-effectiveness of device(s)/instrumentation' and 'company opportunities'. In conclusion, medical device companies that adopt a more market-oriented strategy and focus on the needs of the customer can gain a sustainable competitive advantage.
Bibliographic Details
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