• Teleconferences
• Press Releases & Articles
• The Orange Pages
• Topline Newsletter

GfK Market Measures Launches Marketing Research Unit Dedicated to Medical and Surgical Devices

MedSurg Insight™ division offers focused expertise and resources tailored to unique needs of device manufacturers

EAST HANOVER, NJ, July 1, 2008 — In response to the medical and surgical device industry’s growing need for more robust information and insights to support market strategy in an increasingly demanding market, GfK Market Measures has established a dedicated business unit, MedSurg Insight, offering marketing research and consulting to address the unique challenges of device manufacturers.

For more than 40 years, GfK Market Measures has provided solutions for the spectrum of device and diagnostic manufacturers, while serving the health care industry overall.  As the global medical and surgical device market has grown to a $200 billion industry and its manufacturers are facing reimbursement, promotional, competitive and pipeline pressures, GfK saw an opportunity to harness its collective medical device experience on behalf of these clients. 

MedSurg Insight’s mission is to provide device marketers with robust customized marketing research tools for strategic decision making and product differentiation.  The challenges of this market are addressed through consultative support, global access to device stakeholders from surgical specialists, purchasing directors and managed care organizations to materials managers and allied health professionals, and by delivering actionable results for clients who need to address engineering challenges while optimizing patient outcomes.

"The device industry is at a critical crossroads; it has enjoyed rapid and continuous growth, but many products are becoming commoditized,” said Rebekkah Carney, associate vice president of GfK Market Measures.  "A compelling marketing and sales approach is paramount to any product’s success.  Products built for precision deserve a marketing strategy that’s just as well engineered.  We are very pleased to be able to offer these research tools and our team’s extensive device experience in support of those goals.”