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

Our client, a MedTech innovator with a surgical robotics platform, was seeking to expand its footprint across European markets. Operating in a field long dominated by an incumbent, the client recognized that early adoption alone would not guarantee success. Success depended on winning the confidence of financial stakeholders, CFOs, Finance Directors, and Procurement Leaders who ultimately decide on the affordability and sustainability of robotic programs. They asked IDR Medical to help them:

  • Assess price sensitivities for capital purchase and managed service models across five European countries.

  • Understand how attitudes differ between public and private providers, and between hospitals with or without existing robotics programs.

  • Explore barriers, risks, and adoption dynamics from a financial decision-maker perspective.

  • Provide actionable insights to guide commercial strategy and investment decisions

     

Our Approach

IDR Medical partnered closely with the client’s commercial leadership to deliver a strategic research and advisory program.

1. Strategic Alignment
We worked with the client to clarify objectives, define relevant competitive scenarios, and identify the commercial models to be tested. This ensured research outputs directly informed commercial decisions.

2. Structured Stakeholder Engagements
We conducted in-depth interviews with senior financial decision makers in the UK, France, Germany, Italy, and Spain using a structured four-step methodology:
 

  • Context & Awareness: Assessed prior exposure, purchasing experiences, and brand perceptions.

  • Purchase Scenarios: Tested reactions to capital vs. managed service models.

  • Pricing Assessment: Applied a Gabor Granger exercise to benchmark willingness to pay across multiple price points, benchmarking against the incumbent and referencing total cost of ownership.

  • Rationale & Adoption Dynamics: Explored respondents’ reasoning, adoption likelihood and timing, and barriers or concerns related to a new entrant.

3. Insight to Strategy
Findings were translated into strategic guidance, including price corridors, segmentation of adoption potential, and recommendations for positioning commercial models across different customer types and geographies.

 

Outcomes

The project delivered:

  • Validated pricing corridors for capital and managed service contracts across five European markets.

  • Segmentation of adoption potential by customer type (public/private; existing vs. new to robotics).

  • Insights into barriers and risks, including consumable cost concerns, ROI timelines, and perceptions of non-incumbent solutions.

  • Strategic recommendations on how to refine pricing and position the platform to accelerate adoption.

Recommendations

IDR Medical provided the client with clear guidance on pricing and positioning to support their expansion strategy:

  • Price strategy by country and segment: Recommendations on where to maintain, adjust, or increase pricing based on market sensitivities and whether customers were already invested in competing systems.

  • Positioning with financial stakeholders: Tailored messaging and value drivers to resonate with CFOs and Procurement Leaders, emphasizing ROI, cost-effectiveness, and program sustainability.

  • Competitive positioning: Guidance on how to differentiate the platform from the incumbent, helping capture share from established robotic programs while opening new accounts.

 

The Impact

With IDR Medical’s insights and recommendations, the client was able to:

  • Refine its pricing strategy with confidence, grounded in financial stakeholder input.

  • Position its commercial models more effectively against the incumbent.

  • Proactively address financial objections and adoption barriers.

  • Strengthen its go-to-market approach to support wider adoption and sustainable growth.

 

Why This Matters

This project demonstrates IDR Medical’s expertise in surgical robotics. By combining rigorous research with strategic advisory, we help MedTech innovators optimize pricing, commercial models, and adoption strategies that resonate with both clinical and financial stakeholders.