Background

International medical device manufacturer wanting to determine an appropriate to-market strategy for their respiratory disposables product portfolio across key European regions.

Key Objectives

  • Review the capabilities and structure of the Client’s respiratory sales channel
  • Validate market size per segment
  • Identify market dynamics and trends
  • Evaluate competition
  • Determine purchasing process
  • Determine if the Client’s portfolio meets the needs of the customer segments and what the current perception of key brands is (perception of the product in terms of its strengths/weaknesses/concerns regarding usage)
  • Analysing user willingness to trial/purchase the products

 

Scope

  • Europe

 

Approach

The project (qualitative study lasting 5 weeks) was structured across 3 work streams:

  • Kick-off workshop: to agree the project objectives, outputs, discussion guides and timelines as well as determine interview targets
  • Face to face interviews: conducted in a professional viewing facility
  • Consolidating data, analysis and recommendations: reviewing relevant research outputs to develop a detailed project report and executive summary; the project was delivered during a 1-day workshop at Client’s HQ

 

Output

  • Determining ‘go to market’ strategic options
  • Portfolio assessment and product development initiatives
  • Portfolio gap analysis and strategies to address in the future
  • Service model requirements
  • Detailed report in PowerPoint
  • 1-day workshop
  • Recommendations concerning the next steps (including the need for further research