How we helped our client formulate their peripheral vascular solutions messaging strategy for Interventional Cardiologists in the US
The Challenge
Our client, a market-leading provider of vascular surgery products for aortic and peripheral vascular disease, wanted to understand how they could better service Interventional Cardiologists (ICs) and their patients by understanding preferences, perceptions, influences and priorities.
The Approach
We utilized a two-phased approach with ICs in the US who perform a minimum number of endovascular procedures for complex aortoiliac occlusive disease and/or complex SFA occlusive disease.
Phase 1 Qualitative: 21 virtual depth interviews. Each respondent provided 2-3 peripheral arterial disease (PAD) patient charts prior to the interview, which were referenced during the discussion to better understand and categorize the influences on behavior surrounding PAD treatment decisions. The interviews focused on perceptions of covered stent usage and currently available products, as well as brand messaging that resonates most with ICs
Phase 2 Quantitative: 20-minute online survey with 100 ICs to quantify cases and validate assumptions from Phase 1.
The Impact
Our methodology allowed us to inform our client on messaging from a relatively small universe of ICs in an efficient manner. We used Phase 1 to understand current perceptions and practices using patient charts to go beyond generalities, and to identify areas to prioritize in messaging. We used Phase 2 to quantify case volumes and expected change and to test specific data points among those prioritized areas.
We found that ICs are an important target customer with an increasing PAD case demand, that there are opportunities to better support these specialists through earlier peripheral training programs, and that there are specific areas to which our client can message to change perceptions of stents by addressing the information gaps on latest innovations and trial data. We also provided our client with four distinct IC customer profiles to aid our client in further message targeting.