Understand the market opportunity, customer purchase process and market reaction for client’s new line of 3D/DBT Mammography.
The Client
The client is a global medical technology company that offers world class 3D-mammography solutions which delivers images having outstanding detail and superior diagnostic accuracy while maintaining a low dose of radiation..
The Challenge
The client wants to understand the experience of radiologists and technologists with the existing 3D/DBT mammography system to see where they stand.
The client wants to identify the perceived differentiation of Pristina IT9 and its key benefits and drawbacks compared to current systems and analyze its value propositions.
Moreover, they seek to get a better understanding and uncover the top factors that drive or hinder the adoption of the Pristina IT9 system.
Quantitative Research : In-depth interviews with the Technologist/Mammography Technologist and Breast Radiologist/Breast Fellowship Trained Radiologist/Radiologist.
The client was provided with detailed information on the challenges and expectations emphasizing on the importance of incorporating certain features in an ideal DBT mammography system which improve patient comfort, help in better detection of cancer and upgrade the image quality.
The brand usage and satisfaction were elaborated upon, their superior image quality and higher effectiveness of identifying anomalies in the breast tissue were stressed and how highlighting these would set them apart from their competitors.
Situation analysis, incorporating radiologists’ and technologists’ opinions, focusing on seamless collaboration between the two sheds light on the effective communication that is enabled by the mammography solution.
