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

The Challenge

A leading global medical device company was preparing to launch a next-generation advanced wound dressing to replace its existing premium product. The new dressing incorporated innovative design features intended to improve both clinical outcomes and ease of use — but success depended on more than performance alone.

In a highly competitive market with an established leader, the company needed to understand how the new product would be valued by clinicians, how much of a price premium it could sustain, and how it should be positioned to drive switching and adoption across key global markets.

Key questions included:

  • How does the new product’s perceived value compare with the market leader and key competitors?

  • Which features matter most to clinicians and purchasing stakeholders?

  • What price levels maximise uptake while protecting premium positioning?

  • What evidence and messaging are required to justify switching?

 

Our Approach

1. Strategic Alignment

We worked closely with the client to align on the commercial objectives for launch, the competitive context, and the hypotheses that needed to be tested. This ensured the research was designed not only to assess product appeal, but to support real pricing, positioning, and go-to-market decisions.

2. Stakeholder Market Research

We conducted 60-minute in-depth interviews with healthcare professionals across the USA, Spain, Germany, and the UK. Interviews were conducted both remotely and in person, allowing participants to physically evaluate the new dressing alongside competing products.

The research explored:

  • Clinical performance and usability

  • Perceived advantages and limitations versus current options

  • Drivers of product choice and switching behaviour

  • Pain points and unmet needs in advanced wound care

These insights were used to refine the value proposition and messaging ahead of quantitative testing.

3. Insight to Strategy

Building on the qualitative findings, we designed and executed a multi-country quantitative study using Choice-Based Conjoint (CBC) analysis. Respondents evaluated the new product against competing offerings across different feature and price combinations, simulating real-world purchasing decisions.

This allowed us to quantify:

  • Price sensitivity by market and segment

  • The relative importance of product features, brand, and price

  • Potential market share capture at different price points

  • The evidence required to justify premium positioning

 

Deliverables

The project delivered:

  • A validated value proposition grounded in clinician and buyer insight

  • Feature and benefit trade-offs based on real-world decision modelling

  • Price corridors by market and segment to support launch planning

  • Guidance on how to position the product versus the market leader and key competitors

  • Evidence requirements to support adoption and switching

 

Impact

This project provided the client with a clear, evidence-based launch strategy for its next-generation wound dressing.

By combining deep qualitative insight with robust quantitative modelling, we helped them:

  • Optimise pricing while protecting premium positioning

  • Refine the value proposition to resonate with different customer segments

  • Anticipate and address adoption barriers

  • Strengthen their ability to capture share from incumbent and competing products

The result was a confident, data-driven commercial strategy that laid the foundation for a successful global launch.