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Healthcare Pricing Strategy
We conduct medical device market research to inform pricing strategy, willingness-to-pay, value propositions and real-world buying decisions.
Medical Device Pricing Strategy
Evidence-based pricing, grounded in real-world buying behaviour
In medical device markets, pricing is rarely a simple commercial calculation. It reflects how clinical value is perceived, how procurement evaluates trade-offs, how reimbursement shapes affordability, and how senior decision-makers balance outcomes with cost. Yet many pricing decisions are still driven by internal assumptions, legacy benchmarks, or competitor list prices.
At IDR Medical, we support medical device companies with pricing strategy rooted in medical device market research, helping teams move from intuition to evidence, and from preference data to confident commercial decisions.
Why Pricing Decisions in Medical Devices Are So Challenging
Medical device pricing fails when it ignores how healthcare organisations actually buy. Common pitfalls include:- Treating price as a launch decision rather than a strategic capability
- Over-reliance on competitor benchmarking without understanding perceived value
- Limited insight into how clinicians, procurement, finance and the C-suite trade off cost, outcomes and workflow impact
- Underestimating how procurement frameworks and value-based purchasing shape willingness to pay
Leading MedTech organisations address these challenges by embedding market research into pricing strategy, ensuring pricing reflects real decision logic across the buying unit.
Our Point of View: Pricing as Strategic Decision Support
We view pricing not as a single output, but as a decision-support system. Our work helps clients answer critical commercial questions, including:
- Which product attributes truly drive choice, and which are hygiene factors?
- How does price influence adoption, substitution, or resistance across segments?
- How do different stakeholders value clinical outcomes, usability, service and workflow impact?
- Where should pricing reinforce positioning, portfolio logic and long-term growth?
This approach ensures pricing strategy is aligned with value proposition, segmentation and go-to-market strategy, not developed in isolation.
Pricing Methodologies Used in Medical Device Market Research
Our pricing strategies are built on a rigorous combination of qualitative and quantitative medical device market research methodologies, selected based on product maturity, market dynamics and decision context.
Qualitative foundations
We conduct in-depth interviews with:
- Clinicians, nurses and surgeons
- Procurement and value analysis committees
- Finance, IT and biomedical engineering
- Hospital leadership and C-suite decision-makers
Quantitative pricing methodologies
We apply best-practice pricing techniques used widely in medical device market research, including:
- Conjoint Analysis (CBC / ACBC): Quantifies trade-offs between features, service, performance and price to model real-world choice behaviour
- Gabor-Granger: Measures willingness-to-pay and price sensitivity across segments and markets
- Van Westendorp Price Sensitivity Meter: Identifies acceptable price ranges and perceived value thresholds
- Scenario-based pricing simulations: Models revenue, share and adoption outcomes under different pricing strategies
Want to know how to price your medical device?
What Clients Gain From Our Pricing Work
Our pricing strategy projects deliver clear, actionable outcomes, including:
- Defensible price points aligned to customer value and market realities
- Insight into segmentation, trade-offs and portfolio optimization
- Evidence to support internal pricing approval and external justification
- Greater confidence in launch, negotiation and long-term revenue planning
Crucially, outputs are designed to be used by commercial, marketing and leadership teams, not just reported.
Case studies
Explore our pricing case studies
Market Assessment, Valuation & Pricing Strategy For An Innovative Dental Solution - IDR Medical
Pricing Strategy Next Generation MRI - IDR Medical
Optimizing Pricing and Value Proposition | IDR Medical
Market Assessment, Valuation & Pricing Strategy For An Innovative Dental Solution
Pricing Strategy Next Generation MRI
Strategic Pricing and Value Proposition for Advanced Wound Dressing
Expert Advice
Start to add value to your business with our range of ebooks, toolkits and workshops, all created from decades of experience.
Innovative Pricing Models in MedTech | IDR Medical
Medical Device Price Transparency in the US | IDR Medical
How to Price Your Medical Device: A Step-by-Step Guide
How To Optimize Pricing Strategy For Your Medical Device
Beyond Traditional Pricing: Innovative Pricing Models in MedTech
Medical Device Price Transparency in the US - Trends & Outlook
How to Price Your Medical Device: A Step-by-Step Guide
How To Optimize Pricing Strategy For Your Medical Device
Build a medical device pricing strategy backed by real-world buying behaviour.
