The medical device industry is complex and unique. Medical market research is utilized by a number of other departments in medical device companies, beyond the marketing department. FDA expects regulatory departments to provide market sizing data in submissions. The quality department needs usability research (a sister science to market research in form, but not function) for Human Factors Engineering usability testing mandates by FDA. R&D departments use Voice of the Customer, a tool that relies heavily on solid market research principles to obtain and analyze customer feedback on new product design.

This audio conference reviews basic principles and best practices for finding the market data and clinician (or patient/stakeholder) input that you need to meet the data collection objectives your function requires. The speaker will discuss these techniques and present several examples of market sizing data for regulatory submissions and human factors usability testing tools and best practices. Market research techniques for Voice of the Customer will also be covered in this audio conference, and will review identifying, profiling, screening and recruiting respondents for VOC research. An overview of best practices in interviewing and discussion guide development for the VOC qualitative in-depth component will be reviewed as well as developing, administering and analyzing online surveys for the quantitative component.

This audio conference covers:

• Overview of acquisition of market and customer data for the Regulatory, Quality and R&D initiatives
• Cost-effective sourcing for market sizing and trend data for regulatory submissions
• In depth review of the application of market data, with examples and templates
• Best practices in recruiting the appropriate respondent mix for HFE and VOC projects

About the speaker:

Maria Shepherd has 20 years of leadership experience in medical device and life sciences marketing in small start-ups and Fortune 100 companies. She founded Data Decision Group, after a career in industry that included serving as Vice President of Marketing for Oridion Medical, and Director of Marketing for Philips Medical and senior management for Boston Scientific. She has also served on the corporate board of the American Patient Safety Foundation.

Data Decision Group provides market research and usability testing data, conclusions, and recommendations to answer key questions created in product design and development for medical devices and other life sciences companies. Data Decision Group has a highly experienced team with unique in-depth clinical and industry knowledge.

Maria received her MBA, magna cum laude, from Babson College, cited by USA Today as the top US entrepreneurial program. She also earned a BA in Biology from University of Pennsylvania.

Who should attend?

• R&D
• Regulatory Affairs
• Quality Assurance Mangers
• Vigilance/Safety Officers/Managers
• Clinical Trial Managers s
• Project Managers