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Dana Stanley
Greenbook’s Chief Revenue Officer
Categories
Medical devices: Market access strategies
Presented by TforG Group
CHALLENGE
TforG helps its customers who are reaching out to new markets.
- Prioritization: compare the potential markets to allow shortlisting based on size, accessibility, clinical practice, business models,…
- Profiling: Describe the full context of the pre-selected markets: decision process, competition, market shares, reimbursement, pricing models,…
- Go to Market tactics: compare different business models. Eventually identify, screen and contact a shortlist of distributors in the final selection of markets.
SOLUTION
A company wanted to consider moving into the European Market with a new surgical device. Throughout this project they wanted to better understand the current market treatment landscape in Europe.
This would also allow them to prioritize which markets would be most attractive for commercialization of their devices.
RESULT
Accessible Market:
- Public, Private, University hospitals
- Small, Medium, Large hospitals
- Others: eg. Surgery centers, part of GPO, etc…
Price Sensitivity:
- Optimal Price point
- Willingness to pay
Time to Market & Potential:
- 6 / 12 / 18 / 24 / 30 months
Distributor Strategy:
- Overview per country
ABOUT THIS CASE STUDY
Business issue:
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