Category Analysis

Bring yourself up to speed by starting with a market or industry report.  These secondary research tools define categories (sometimes not precisely as you would wish), estimate market size and growth potential, describe the competitive forces impacting the industry and identify key players. 

Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.

Search a variety of terms such as "wound care", "infection prevention", "medical dressings" and "medical adhesives"

Provides access to U.S. and global industry market research reports. Academic  Limitations on Use
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files.

Provides a portal to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources. Topics covered include industries, media, companies, product categories, and countries.

Category Update

Update industry reports by browsing and searching trade journals and association web sites.  These sources discuss latest trends, news about regulatory developments and hot topics.

General business article databases such as ABI Inform and Business Source Premier bring together relevant articles from a wide range of trade journals.

  ABI/INFORM Collection (ProQuest)
Provides access to scholarly journals, dissertations, working papers, key business and economics periodicals, and country- and industry-focused reports.

  Business Source Premier (EBSCO)
Provides access to a wide range of academic business journals and trade magazines. Topics include management, marketing, finance, economics, and management information systems. Full text access may be embargoed for up to three years. Coverage goes back to 1965.

  Health & Medical Collection (Proquest)

Understanding Wound Care

Cultivating an evidence based understanding of wound care and infection is essential to designing a value based marketing solution.  You do not need a medical degree to do this but you do need to rely on medical evidence and not just questionable consumer health web sites.  The following list of medical databases offer access to quality health care information.

  Cochrane Library
Offers systematic reviews of healthcare interventions in support of evidence-based practice. Includes systematic reviews and methodology reviews, abstracts of reviews of effects, a central register of controlled trials, a methodology register, health technology assessments, and NHS economic evaluations.

  Trip Database
Provides access to evidence-based medical information in various formats: articles, images, videos, patient information materials, education courses, and news.
This is a free, publicly available resource and does not include the Library's "Find It" link in search results. To check for full text access, use the Journal Finder link on the library homepage.

  UpToDate (Wolters Kluwer)  Access Instructions
Offers evidence-based medical treatment guidelines, clinical images, calculators, drug information, and patient information sheets. All content is physician-authored.

  Web of Science (Clarivate)  Tutorial
Use the drop down "Select a database" to search MEDLINE only.

  PubMed  Tutorial
Offers indexing of journal articles and books in all areas of biomedicine. Worldwide coverage with an emphasis on English-language peer-reviewed journals. Developed by the National Center for Biotechnology Information (NCBI) and currently maintained by the U.S. National Library of Medicine.

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports, news you've gathered in the category analysis and the case itself should provide insight into firms competing in your defined market. 

Once you have identified potential competitors reading company profiles and reports (see the list of databases below) will be helpful. 

Of course you'll scour your competitors web sites, but don't neglect looking over 10K's or annual reports for public companies. 

Note that reports and data on private companies may be sparse, so you may need to rely on news and an analysis of their web sites. 

Just as you updated industry reports with news, do so for the competitor analysis.


  D&B Hoovers
Covers both public and private firms in the U.S. and foreign.

  MarketLine Company Profiles (EBSCO)
Covers large public and private companies including international.

  NetAdvantage (Standard & Poor's Capital IQ)
Offers market information, company quotes, equity index information, industry information (including the S&P Industry Surveys), and economic data.

  Morningstar Investment Research Center
Public companies only.

  Google Patents
Search for "negative pressure" surgical wound to find top assignees.

Customer Analysis

In a business to business or business to professional marketing plan, customer analysis will rely more on learning about how many down stream demand industries and firms are operating and how they acquire their supplies.  Unlike in consumer marketing, the library will not have access to relevant subscribed consumer surveys.

Use industry reports and statistical search engines and sources listed below to find out how many hospital, ambulatory care and physicians are in operation.  You may also want to search industry reports for "medical supply wholesaling"



American Hosptial Association web site

  Statistical Insight (ProQuest)  Tutorial
Search for reports on hospitals, ambulatory care,

  Health Industry Distributors Association
This trade association surveys and people involved in health care supply procurement. Many reports are only available to members, but you will also find valuable free data driven insights.

  American Hospital Assocation Statistics
Only available in print. Will be placed on Reserve in Falvey

Marketing Plan

Crafting a marketing plan is primarily a creative project.  Nonetheless, expect to be able to defend your marketing recommendations by referring to studies and cases evaluating similar techniques.  You can find "how to", practitioner advice and rigorous research on marketing topics in books and articles discoverable in the following databases.

Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

  Falvey Library Catalog (Books & Media)
Search for books (many online) on healthcare or medical marketing.

  Advertising Insights (Kantar Media)
Creates custom reports on advertising expenditures across media channels including TV, magazines, newspapers, radio, outdoor and internet displays on the level of industries, categories, brands, products, and advertisers going back to 2017. Formerly known as Ad$pender.