Switzerland (Head Quarters)

IDR Medical Switzerland
Austrasse 95, CH-4051 Basel, Switzerland
T: +41 (0) 61 535 1109

UK

IDR Medical UK
Unit 104 Eagle Tower, Eagle Tower
Montpellier Drive, Cheltenham, GL50 1TA
T: +44 (0) 1242 696 790

USA

IDR Medical North America
225 Franklin Street, 26th Floor
Boston, Massachusetts 02110, USA
T: +1 (0) 617.275.4465

Background

A leading global medical technology company was preparing to launch a new service solution designed to provide customers with a comprehensive service offering across the radiology value chain. This solution was vendor-agnostic, integrated seamlessly with care provider systems, complemented existing radiology staff, and ensured a flexible, high-quality radiology workflow.


While the company had already validated the value proposition and identified customer pain points through collaborations with co-creation partners, initial pricing assumptions had been developed with key industry experts. However, further insights were required to refine market positioning, go-to-market strategy, and maximize adoption.

 

 

Research Objectives and Scope

The primary goal of the study was to determine the optimal pricing strategy for the new service offering in the U.S. market. Specifically, the study aimed to:

  • Validate existing pricing and market capture assumptions.

  • Quantify uptake and price sensitivity for different service configurations.

  • Evaluate the attractiveness of various commercial models.

  • Identify which market segments the value proposition resonated with most strongly.

  • Provide recommendations on the optimal targeted sales approach to maximize adoption and revenue.

 

Methodology

IDR Medical partnered with the client to develop and implement a strategic, multi-phased research approach. The project began with an in-depth review of the company’s value proposition, prior research insights, and the competitive landscape. Research materials - including screeners, discussion guides, survey instruments, and pricing methodologies - were carefully designed and refined to align with the needs of different respondent groups.

A qualitative phase was conducted to develop key hypotheses and shape the survey design. This phase involved 60-minute in-depth interviews with key stakeholders, including heads of radiology departments, purchasing, C-Suite personnel, and other senior hospital executives. Participants represented a diverse cross-section of organizations, including multi-site networks, large private hospital chains, and technologically advanced hospitals. These discussions uncovered critical decision-making drivers influencing adoption and provided a nuanced understanding of customer priorities.

To ensure the highest quality insights, IDR Medical leveraged its panel of radiology and C-suite executives, providing direct access to experienced professionals with deep expertise in pricing, adoption dynamics, and procurement behaviors for radiology services. This approach ensured that the research was informed by industry leaders with direct influence over purchasing decisions.

After the qualitative phase, a structured web-based survey was deployed to generate robust insights representative of the market. A carefully selected sample of 100 respondents, weighted toward radiology leadership, participated in the study. The research incorporated the Gabor-Granger pricing methodology, which enabled a structured evaluation of price elasticity, willingness-to-pay thresholds, and the identification of optimal pricing strategies to maximize both revenue and adoption. Additionally, segmentation analysis was conducted to identify the market segments most aligned with the value proposition, which then informed a tailored sales strategy that would enhance market penetration and customer engagement.

 

 

Key Findings and Strategic Recommendations

The study provided the client with data-driven pricing strategies tailored to different customer segments. The research validated existing price assumptions while also identifying opportunities for optimization. Price sensitivity thresholds for different service configurations were clearly defined, and actionable recommendations were provided on the commercial models most likely to drive adoption.

Additionally, the segmentation analysis identified priority customer groups based on factors such as organization size, technological adoption levels, and procurement decision-making structures. This enabled the client to develop a targeted sales approach that aligned with the specific needs and priorities of each segment, ultimately increasing the likelihood of successful market penetration.

The findings were delivered in a comprehensive report, accompanied by an executive presentation and an interactive strategy workshop. These outputs empowered the client to refine their pricing strategy and sales approach with confidence, ensuring the successful market introduction of their new radiology service offering. By leveraging IDR Medical’s expertise in pricing and market segmentation strategy, the company is well-positioned to maximize adoption and revenue potential.