Our client was preparing to launch an upgrade to their radiotherapy devices and wanted to understand the commercial potential, preferred business models and likely funding pathways.
CRA approach
- Country wise landscape assessment and identification of treatment pathway, positioning, competition, stakeholders and workflow changes, HTA process, funding pathways, and value drivers
- Developed framework to define potential business models to sell upgrade only or whole device to hospitals
- Developed hypothesis on potential funding pathways and promising business models, and identified gaps to close in primary market research
Client impact
- Clear overview of most likely product positioning, stakeholder types and required workflow changes, and drivers/barriers for adoption country by country
- Hypothesis on optimal route to market, business models to sell technology to hospitals as well as potential price points for new procedure reimbursement
- Identification of knowledge gaps and clear recommendation on stakeholders and questions guiding primary market research to close gaps
