Sales Territory Analysis
Market Scope has developed techniques for forecasting demand for cataract surgery and refractive surgery along with the related use of ophthalmic products by geographic area (including by zip code level in the US). This data can be used for designing sales territories, setting sales objectives, and measuring performance. Completed projects include:
Evaluation of sales territory potential and recommendations for realignment for an ophthalmic equipment manufacturer.
Setting of sales targets and standards by zip code for measurement of territory performance for a leading ophthalmic company.
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Surgeon Surveys
Market Scope has extensive experience in conducting specially designed surveys and telephone interviews of ophthalmologists. Typical projects include survey or interview design, selection of participants based on detailed criteria, completion of the survey or interview process, analysis of the data, and reporting of the results. Examples of recent projects include:
Telephone interviews of selected US ophthalmic surgeons in order to identify market needs for a new combo pharmaceutical for intra-operative use in cataract surgery.
Telephone interviews of ophthalmic laser users designed to measure perceptions of product quality, service, and sales support.
Paper-based survey of cataract surgeons designed to gauge the need for and pricing for a new disposable knife to be used in cataract surgery.
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Geographic Market Assessment
Market Scope offers a variety of geographically-based assessments designed to evaluate market potential. These include demographic analysis, competitive analysis, and analysis of market potential for ophthalmic services. We bring together several different approaches to these analysis- demographic information such as population, age, ethnicity and income levels, market cluster analysis, epidemiology, and our own patient data base-in order to estimate and forecast demand for refractive and cataract surgery in specific market areas. Examples of projects include:
Evaluation of metro areas to determine potential for new laser centers.
Benchmarking market share and market potential for a combination refractive and cataract practice.
Establishing performance targets by metropolitan area for a corporate laser center company.
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Custom Market Analysis
Market Scope has performed numerous custom projects designed to evaluate the potential for new and existing ophthalmic products and services. Our services are often used to provide background and basis for the start of a new project or as an independent third-party evaluation and confirmation of internally developed plans and strategies. We have a wide variety of resources available for this type of analysis: the extensive experience of Market Scope principals; our proprietary database of ophthalmologists, laser centers, and surgery centers; the information included in Market Scope’s ophthalmic reports; and our extensive and far-reaching network of industry contacts. Recent projects include:
An evaluation of US marketing approaches for a new diagnostic instrument, recommendations regarding
potential distribution partners, and facilitating introductions of the parties.
A strategic overview of a product line of established ophthalmic products, including examination of market share, key market segments, and pricing; evaluation of competitive product positioning; and
review of pipeline technologies.
A summary of the presbyopia market, including current treatment techniques, technologies, used, clinical data, and new project status in the form of a management overview.
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