Minimally Invasive Surgery Instrument Pricing & Positioning Analysis

Background

• International medical device manufacturer launching a new Minimally Invasive Surgical (MIS) instrument

Key Objective

• To provide guidance on product positioning
• To assess the market potential
• To determine the risk of market cannibalization of existing device
• To develop pricing strategy

Scope

• US
• Europe

Approach

• Internal client investigation comprising of interviews with country product managers and sales teams
• Web based survey with surgeons
• Telephone interviews with hospital purchasing personnel
• Conjoint analysis
• Market simulation modeling
• Forecasting modeling

Output

• Pricing and positioning strategy by country
• ROI model