Wuxi Haisaike Medical Technology Co., Ltd. - Trademark Confusion Analysis of Liver Health Detection Devices
Company overview
Wuxi Haisaike Medical Technology Co., Ltd. is a high-tech enterprise specializing in the research and production of non-invasive liver health detection devices. Its flagship product, "FibroTouch," is widely used in the diagnosis of hepatic fibrosis. Thanks to its non-invasive, pain-free, accurate, and user-friendly features, the device has become one of the preferred liver detection instruments in many hospitals' hepatology departments across China, earning a strong market reputation.
Research background
In the trademark ownership dispute between "FibroTouch" and the French Echosens Company's "FIBROSCAN", the Beijing Intellectual Property Court ruled that there exists a risk of consumer confusion and issued a judgment unfavorable to Wuxi Haisaike. To respond to this litigation, Haisaike needs to conduct empirical research to assess how medical professionals and healthcare consumers perceive, associate, and differentiate between the "FibroTouch" and "FIBROSCAN" trademarks, and to determine whether these two trademarks are easily confused among target user groups.
Research scope
In October 2016, CEIDEA Research was commissioned by Wuxi Haisaike Medical Technology Co., Ltd. to conduct a specialized survey on the brand recognition of "FibroTouch" and "FIBROSCAN." The survey targeted doctors and hospital procurement officers with prior experience in purchasing or using liver detection equipment. Through both quantitative questionnaires and in-depth interviews, the study aimed to understand their awareness, associations, and ability to distinguish between the two brands, as well as their understanding and usage habits of the term "Fibro" in a medical context. The primary focus was to verify whether medical professionals can clearly differentiate between the two trademarks and their respective product functions.
Expected outcomes
The final report will present empirical data demonstrating medical professionals' recognition capabilities and brand association differences between "FibroTouch" and "FIBROSCAN," and further analyze the general acceptance and distinctiveness of the term "Fibro" within the professional medical field. The research findings will provide independent, third-party data support for Haisaike's trademark ownership litigation, strengthen its argument for brand distinctiveness, and also serve as strategic guidance for future brand management, marketing, and intellectual property strategy development.
Scan to add our research consultant