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Case Study

Market opportunity assessment

Client: US-based global medical device company eager to enter a new market segment with an innovative solution

The challenge

Medical device company wanted an evaluation of various market segments for their innovative technology, including an assessment of major competitors in each segment, potential L&A targets and assessment of overall market attractiveness.

Our approach

The approach

A review of marketing and industry segment reports and other secondary research provided currently available information on each segment, its size, trends and constituent sub-segments.

A compilation of market segments, sub-segments, average selling price in each segment, market growth rates (CAGRs) and key competitors (including competitive product launches, differentiating attributes, etc.) were mapped.

Market attractiveness was assessed through customer / physician interviews, creation of segment profiles detailing current technologies, competing products, players in the space and segment revenues & growth rates.

Competitor profiles were created for leading players, their technologies, pipeline products and potential for L&A .

The outcome

The outcome

Client chose to progress technology development of their product and focus on a few selected, attractive market segments to consider for product launch.

Driving Uptake

Driving Uptake

Uptake Strategies enabled this US based pharmaceutical brand to:

encourage ’digital innovation uptake’

drive the ‘uptake of new attractive market segments for future product launches’

influence a significant shift towards the ‘uptake of technological solutions’