CASE STUDY
STRATEGY, MARKET MAP, AND LANDSCAPE ANALYSIS
A leading medical device company needed to better understand and anticipate the potential for innovators to disrupt the market. The client needed a market map and landscape analysis over a 10-year horizon.
ACTION
To analyze the landscape, Health Market Experts took a 3-part approach: 1. Led multi-disciplinary, internal workshops with client representatives from Strategy, Finance, Epidemiology, Health Economics, Product/Brand Marketing; 2. Reviewed client analyses and conducted a literature review of epidemiology and economic data; and 3. Developed a 10-year market map (dynamic model in Excel). In addition, we suggested scenarios where the client could run through the model by varying assumptions about innovations and new competitors, regulatory and reimbursement changes, and evolving trends in clinical management.
RESULT
The client has a current map of the market they can update for each business planning cycle; currently they are tying the epidemiology data and utilization rates by modality to their internal market forecasts for financial planning and to support business strategy decision-making.
DOMAIN
Strategy, Finance, Epidemiology, Health Economics, Product/Brand Marketing, Medical Device