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 Lab67% OR31% NP19% PA15%

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? NP92% (Some – Strong Preference) Cath Lab85% (Some – Strong Preference) PA86% (Some – Strong Preference) Answer: Yes

12. Results Should a marketing investment be made with this nurse audience? NP87% (Agree – Strongly Agree) PA80% (Agree – Strongly Agree) Cath Lab71% (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?