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CASE STUDIES

The case studies below are a sample of the types of projects we at GOOH MedTech Marketing can conduct.  Every company has very particular needs and we will tailor a solution adequate to your needs. Contact us for a complimentary consultation to see what GOOH can do for you.

Market Rentry Case Study

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Business Challenge

The manufacturer had a modest presence in a developing market through a distributor network. However, the medical device segment was not a priority for the manufacturer and was treated opportunistically. To allow for more independent investment decisions, the manufacturer spun off its medical device business unit.

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Post spin-off, several issues negatively impacted the business:

  • Loss of regulatory approvals

  • Insufficient distributor inventory to bridge the gap

  • New competitors gaining market share

  • Disruption during the management transition, resulting in the loss of local know-how
     

The company needed to reevaluate the market and develop a go-to-market strategy once regulatory issues were resolved. Timing was critical.

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Solution

The company engaged a reputable market research firm to:

  • Characterize the market

  • Determine market size and potential

  • Identify key competitors and customers
     

This high-level assessment helped establish priorities but did not provide the tools for a successful go-to-market strategy. To develop this strategy, the team needed in-depth local knowledge. They conducted multiple interviews with:

  • Customers

  • Potential distributors

  • Insurance providers

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The final plan included:​

  • Identification and engagement of Key Opinion Leaders (KOLs) in the region

  • Tailored approach to engage decision-maker and decision-influencer healthcare providers

  • Recommendations to terminate underperforming distributors and engage new, capable ones

  • Short- and long-term plans, including adding local headcount and assigning dedicated personnel within the distribution network

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Results

By implementing the tailored go-to-market strategy, the company successfully:

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  • Achieved YOY 45% growth in sales

  • Regained market share

  • Established a path to market leadership

  • Built strong relationships with healthcare providers and distributors

  • Ensured continuity of local know-how

Conclusion

This case study demonstrates the importance of thorough market research, local knowledge, and strategic planning in overcoming market re-entry challenges. By engaging with KOLs and optimizing the distributor network, the company achieved significant success in the medical device market.

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​Contact us for a complimentary consultation to see what GOOH can do for you.

Market access with Economic value tools

Office Environment

Problem/Business Challenge/Opportunity

A multinational medical device manufacturer of large capital equipment faced difficulty penetrating certain markets. The purchase of this equipment involved multiple stakeholders within a hospital system, each viewing the product from a different perspective aligned with their job function priorities. For a purchase to succeed, it needed the approval of surgery, hospital administration, purchasing, and the department head. The manufacturer needed to appeal to all stakeholders.

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Solution

The manufacturer conducted a market access analysis to understand the different pain points of the various stakeholders:​

  • Surgeon: Focused on patient outcomes, device performance, clinical evidence, and ease of use affecting workflow.

  • Hospital Administrator: Focused on the economic impact of the purchase, including incremental costs or savings and potential additional revenue from reimbursement or attracting new patients.

  • Department Head: Interested in clinical evidence, impact on headcount, and workflow modifications affecting efficiency and output.

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Based on this analysis and a deeper dive into specifics:​

  • A literature review was conducted to identify and categorize the available clinical evidence to address these points.

  • A reimbursement and economic impact analysis was conducted to quantify savings and incremental costs.

  • Workflow metrics were defined and measured to showcase synergies and how the equipment could increase efficiency.

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With these findings, new collateral was created for each stakeholder and made available to the sales force.

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Results

The new tools allowed the sales force to engage with all levels of the hospital and increase their pipeline as well as streamline the time from interest to close.

Conclusion

This case study highlights the importance of understanding the diverse perspectives and priorities of multiple stakeholders in the medical device market. By conducting a thorough market access analysis and addressing the specific pain points of surgeons, hospital administrators, and department heads, the manufacturer was able to create tailored collateral that resonated with each stakeholder group.


The implementation of these economic value tools enabled the sales force to effectively engage with all levels of the hospital system, ultimately increasing their pipeline and improving market penetration. This approach demonstrates the value of comprehensive market research, stakeholder engagement, and strategic planning in achieving successful market access and growth in the medical device industry.

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Contact us for a complimentary consultation to see what GOOH can do for you.

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