Our client, a global medical technology company, had acquired an innovative digital dentistry platform integrating advanced CAD/CAM and intraoral scanning technologies. The company was preparing for a global launch of the solution aimed at both general dentists and dental specialists.
While European commercial teams were optimistic about the opportunity, the North American business was more cautious, citing the substantial investment required to drive adoption, establish a dedicated sales infrastructure, and compete in a highly competitive and price-sensitive market.
The client therefore required an independent assessment of the market opportunity, competitive environment, and pricing dynamics to support strategic launch decisions.
IDR Medical was commissioned to deliver a robust evidence base to inform launch strategy, commercial investment, and pricing decisions across Europe and the United States.
The key objectives were to:
-Assess the size, growth, and competitive dynamics of target markets
-Map current solutions, pricing structures, and supply-chain economics
-Understand current use patterns, purchase drivers, and emerging trends
-Identify and prioritise decision criteria influencing product adoption
-Quantify the perceived value of the new solution and price sensitivity vs. existing technologies
IDR Medical designed a multi-phase research program combining market analysis with primary research to build a comprehensive understanding of the opportunity.
1. Market Landscape & Opportunity Assessment
Following a series of kick-off workshops with regional commercial teams, IDR conducted extensive secondary research and market analysis. This included:
-Competitive product benchmarking
-Pricing analysis across the dental value chain
-Review of analyst reports and published market data
-Interviews with five key opinion leaders (KOLs) to explore market trends and technology perceptions
Insights from this phase informed a market sizing and forecast model as well as the design of the primary research phases.
2. Qualitative Customer Research
IDR conducted 30 in-depth qualitative interviews with key stakeholders across Europe and the United States, including:
-Specialist prosthodontists
-General dentists
-Practice administrators involved in purchasing decisions
The objective was to explore current workflows, unmet needs, perceived value of the new technology, and barriers to adoption relative to incumbent solutions.
Participants were recruited from high-volume dental practices most likely to adopt the technology. Client stakeholders were invited to observe the interviews anonymously, enabling direct exposure to customer insights.
3. Quantitative Validation & Pricing Research
A large-scale online survey was then conducted among dental professionals and patients to validate hypotheses generated in the qualitative phase.
The research incorporated a Gabor-Granger pricing model to measure demand and quantify price sensitivity at different price points, providing clear guidance on potential pricing corridors and adoption thresholds.
The research demonstrated that the clinical and workflow benefits of the solution were strongly recognised by dental stakeholders. However, adoption was likely to be influenced by price positioning, competitive alternatives, and the investment required by dental practices to integrate the technology.
IDR Medical provided the client with:
-A robust market opportunity assessment and forecast
-A detailed competitive and pricing landscape analysis
-Clear insight into purchase drivers, adoption barriers, and decision criteria
-Quantified price sensitivity and demand curves
These insights enabled the client to refine launch strategy, evaluate commercial investment decisions, and optimise pricing approaches for both Europe and the United States, ensuring a more informed and commercially grounded global launch plan.