Surgeons and buyers´ perception of an abdominal closure sewing machine

Purpose and goal:

Suturion AB will operate in a complex market with many decision-makers in the healthcare sector. The company is facing investments for commercialization and needs to have a solid view of the market. The project gathered valuable information about opportunities and barriers to market entry and end users´ attitudes towards Suturion´s instruments.

Expected results and effects:

The purpose was to map surgeons and buyers´ perceptions of Suturion´s abdominal closure sewing machine in order to obtain a better basis for marketing strategy. The data will be used in future proposal for funding from the European Commission. We intend to apply for EIC-Accelleratorstöd and Eurostars. The market report has strengthened the company´s self-confidence and provided valuable information for pricing, key markets and task-shifting.

Approach and implementation:

The survey consisted of in-depth interviews with 24 surgeons and 9 buyers in Sweden, Germany and the United Kingdom. We produced an interview guide that was tested and then used adapted for each country. Central issues were how big a problem abdominal wall complications are and how interesting it would be with a device that reduces the risks. The respondents were also allowed to comment on the design of the device.

Analysis of qualitative interviews was conducted and compilations were delivered which form the basis for Suturion AB´s marketing strategy and study program.