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The Purchasing Influence of Critical Care Nurses

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

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The Purchasing Influence of Critical Care Nurses

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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?

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