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The Critical Role of Nurses in Medical Device Purchasing Decisions

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sheba
15 diapositives · 271 Views · Oct 09, 2014

This presentation by Brian Carlson explores the significant influence critical care nurses have on medical device selection, particularly cardiac resynchronization therapy (CRT) devices. The study surveys various nurse categories, including Nurse Practitioners (NP) and Operating Room (OR) nurses, to determine their decision-making power in brand selection. Results indicate that nurses, especially those in the Cath Lab and NPs, hold strong preferences for medical devices and agree on the necessity of targeted marketing efforts to engage this influential audience effectively.

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  1. The Purchasing Influence of Critical Care Nurses Presented by: Brian Carlson

  2. The Purchasing Influence of Critical Care Nurses Information needed: • Influence on medical device selection • Benefits of targeting this audience • Impact on “bottom line”

  3. The Purchasing Influence of Critical Care Nurses Nurse Categories: • Nurse Practitioner (NP) • Physician Assistant (PA) • Cardiac Catheterization Lab nurse (Cath) • Operating Room nurse (OR)

  4. The Purchasing Influence of Critical Care Nurses Research Question: Are critical care nurses considered to be a key decision maker in the brand selection of a cardiac resynchronization therapy device?

  5. What is CRT? CRT = cardiac resynchronization therapy • Treats congestive heart failure • “Resynchronizes” the heart • Protects against Sudden Cardiac Death

  6. Research Objectives • Gauge nurse purchase influence power • Determine which nurses have the most influence • Establish nurses medical device brand preferences

  7. Methods • Random sample of 250 Medtronic Clinical Specialists (CS) • Online survey sent via e-mail

  8. Response • 250 Medtronic CS’ surveyed • 87 completed the survey • 35% overall response rate

  9. Results Percent of CS’ who interact daily with nurses: • Cath Lab 67% • OR 31% • NP 19% • PA 15%

  10. Results Do nurses have influence on brand selection? • PA 86% (Some – Great Influence) • Cath Lab 79% (Some – Great Influence) • NP 71% (Some – Great Influence) Answer: Yes

  11. Results Do nurses have strong brand preferences for medical devices? • NP 92% (Some – Strong Preference) • Cath Lab 85% (Some – Strong Preference) • PA 86% (Some – Strong Preference) Answer: Yes

  12. Results Should a marketing investment be made with this nurse audience? • NP 87% (Agree – Strongly Agree) • PA 80% (Agree – Strongly Agree) • Cath Lab 71% (Agree – Strongly Agree) Answer: Yes

  13. Answer to Research Question Are critical care nurses considered to be a key decision maker in the brand selection of a cardiac resynchronization therapy device? For this sample: Yes

  14. Recommendations • Survey Critical Care nurses • Budget marketing resources for Critical Care nurses • Develop small, measurable marketing campaign for each nurse group

  15. Questions?