Case study: Payer research to assess price potential for a portfolio of implantable medical devices

Key insights on market environment and purchasing process were provided, and market segments with higher willingness to reimburse and pay were identified.


Client with portfolio of implantable medical devices needed a better understanding of the market and key players in multiple countries

Limited knowledge on the key players and their size, the reimbursement landscape of the underlying surgery and bundling within each segment

No clarity on current net price levels and pricing strategy for portfolio assets Need for portfolio pricing strategy


Secondary research:

  • Review of information from secondary sources to support pricing and reimbursement assessment

Target Product Profile (TPP) development for 3 products and preparation of discussion guide

Primary research with payers and physicians to understand:

  • Market environment and market drivers
  • Perceived performance, end user price potential and willingness to prescribe of each TPP


Key insights on competitive environment per market and market segment

Price potential assessed combining several methodological approaches

Price Response Curves derived enabling a visual representation of customers' price sensitivity

Delivery of strategic recommendations on key value drivers and price potential per segment

Modeling to determine profit optimizing portfolio pricing strategy