Market Opportunity & Pricing Strategy for a Digital Rehabilitation Solution
The Challenge
Our client, a global medical technology company specialising in diagnostic and rehabilitation solutions, had recently acquired an innovative start-up developing virtual-reality-based solutions for the assessment and rehabilitation of balance disorders.
The platform combined software and hardware to support clinicians in both diagnostic assessment and patient rehabilitation, offering a new approach to managing balance impairments. The client was planning to expand commercialisation of the portfolio across international markets.
However, the company required a clearer understanding of the market opportunity, clinical pathways, customer adoption dynamics, and pricing environment before defining its commercial strategy.
IDR Medical was commissioned to evaluate the market and provide strategic recommendations on pricing, market development, and go-to-market strategy.
Key objectives included:
-Identifying the clinicians and facilities involved in balance rehabilitation
-Understanding the patient journey and current rehabilitation approaches
-Assessing market attractiveness, patient volumes, and reimbursement dynamics
-Mapping competitor solutions and pricing levels
-Exploring clinician perceptions of virtual reality technologies
-Understanding purchase drivers and willingness to invest in new solutions
Our Approach
IDR Medical designed a multi-stage qualitative research program supported by market analysis.
The project began with a kick-off workshop and desk research phase to map the competitive landscape, review existing rehabilitation technologies, and gather initial insight into pricing levels, reimbursement dynamics, and market structure across the priority markets.
IDR then conducted interviews with key opinion leaders in balance rehabilitation to explore clinical pathways, treatment guidelines, emerging technologies, and perceptions of virtual reality solutions. These discussions helped identify priority customer segments and refine the research framework.
Building on these insights, IDR conducted in-depth qualitative interviews with healthcare professionals involved in the use and purchase of balance rehabilitation technologies, including clinicians and decision-makers in rehabilitation centres and specialist clinics.
The research explored:
-Clinical workflows and the patient journey for vestibular disorders
-Current diagnostic and rehabilitation tools and technologies
-Key challenges and unmet needs in rehabilitation practice
-Perceptions of virtual reality technologies and their role in clinical workflows
-Purchase criteria, budget considerations, and pricing expectations
The study was conducted across Europe.
Results and Impact
The research provided a clear view of the balance rehabilitation ecosystem, including clinical pathways, key customer segments, and the competitive landscape.
IDR Medical delivered insights on:
-The clinical segments and care settings most actively involved in balance rehabilitation
-Current rehabilitation practices, technologies, and unmet needs
-Clinician perceptions of virtual reality technologies and their potential role in rehabilitation workflows
-Pricing expectations and investment thresholds for new rehabilitation solutions
These insights enabled the client to refine its go-to-market strategy, prioritise target segments, and develop a pricing approach aligned with customer value and market dynamics.