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.
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 .
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’