Making a real
difference to people's lives
It is not often that we undertake a piece of research
where respondents tell you that the product can make a real difference
to their lives. This is exactly what happened during Through the
Loopís work with Entific Medical Systems. We were asked to help
develop a patient perspective for Entificís BAHA direct bone
conduction hearing device. This is to help secure an indication for BAHA
for patients who are single-sided deaf, i.e. in one ear only.
The study comprised both qualitative and quantitative
research in the UK to help us learn more about this sizeable, though
possibly neglected, group of patients. Our first task was to learn more
about the condition and the problems faced by patients in their everyday
lives. This enabled us to move into a quantitative research phase where
we sent a questionnaire to members of the British Acoustic Neuroma
Association (BANA). This elicited a response rate of around 45%, very
high for a postal questionnaire and it indicated a very high level of
interest in the subject. Following this we were able to establish a
series of focus groups around the UK so that patients could try a test
version of BAHA and judge how it may work for them if they were to have
the device fitted.
We were able to conclude that BAHA was able to solve a
number of problems faced by sufferers of single-sided deafness in their
daily lives, was easy to use and appeared to be substantially more
effective that alternatives currently offered.
A case study of this research can be found on the Through
the Loop Web site.
Entific Medical Systems is a rapidly expanding medical
systems company focusing on bone anchored applications based on the
principle of osseointegration. More information about Entific Medical
Systems and BAHA can be found at www.entific.com.
the Loop Consulting Limited is an independent research-based marketing
consultancy. Through the Loop analyses key marketing and branding issues
that affect companies today in a chaotic business environment.
further information, please contact: Through the Loop Consulting Ltd.
Tel: 01628 898542, fax: 01628 474836, e-mail: