- Through in-depth interviews, personas were developed for sales personnel, clinicians and administrative staff.
- Journey maps analyzed touchpoints to understand product performance and hospital reimbursement challenges contributing to base business erosion.
- Customers considered converting to lower-cost alternatives due to hospital economics pressures and a perceived lack of differentiation in clinical outcomes.
- Product performance issues (Inability to Cross Lesion), Patients with Multi-Vessel Disease and Lack of Insurance contributed to increased cost for patient treatment above and beyond the reimbursable procedure cost. This created additional pressure on the hospital to explore lower-cost alternatives.
- Hospitals that had little knowledge of pre-existing support programs were at greater risk of competitive conversion (base erosion).
- Clinicians did not perceive significant differences in clinical outcomes for competitive DES Devices.
- Sales Leadership expressed concern with engaging in discounting strategy with new entrant competitors competing on price.
Existing support programs failed to address hospital reimbursement challenges, revealing an opportunity for program expansion that not only addressed product performance concerns but also introduced significant competitive differentiation.