1 / 15

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”.

sheba
Download Presentation

The Purchasing Influence of Critical Care Nurses

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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?

More Related