USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400

BACKGROUND

CHALLENGE

IMPACT

The Client is a leading manufacturer of digitizers and computed radiology systems. Recognizing the need to diversify its product and service offering, the Company’s CEO conceived the launching of a radiology website; a portal designed to concentrate a broad array of information for imaging managers, radiologists, and technicians.

Before embarking on this “bet-the-company” concept, the CEO and the Board needed an independent assessment. Results would be the litmus test for the “go/no-go” decision and would establish the business case. If the business was to be launched, a go-to-market strategy also needed to be created.

SOLUTIONThe MarkeTech Group (TMTG) identified the key Portal elements to test the prospective target audience. By interviewing radiologists and imaging managers from across the country, TMTG identified the specific issues to objectively measure. Nearly 300 radiolo-gists and imaging managers were surveyed to quantify results and develop a general ranking of the site’s most valued offerings.

The research helped the board of Lumisys invest in what would become the creation of AuntMinnie.com. Interviews confirmed the need for this web portal, provided that a sufficient array of offerings was included. The survey further supported the concept and suggested a pricing strategy according to a tiered approach (i.e., ranging from no charge for access to charging for high value information). TMTG reported the results to the Board of Directors, who voted to strongly support the venture. Development of the site began immediately and was online six months after the AuntMinnie.com project was started.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION

LAUNCH PREPARATION

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Go to Market PlanningPricing

PRODUCT MONITORINGCustomer Satisfaction and Loyalty

Post Launch Acceptance

MARKET RESEARCH AND PLANNINGCustom Market Analysis

Market Mix Analysis

Setting the Business Model of a Healthcare Portal

TECHNOLOGY GO / NO GO

North America