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. While clinical adoption was progressing, long-term success depended on winning the confidence of financial decision-makers — CFOs, finance directors, and procurement leaders — who ultimately control investment, affordability, and sustainability.

Operating in a market dominated by an entrenched incumbent, the client needed to understand how financial stakeholders evaluated the platform versus the gold standard, and how pricing and commercial models could be optimised to accelerate adoption.

Key questions included:

  • What price levels are acceptable for capital purchase and managed service models across five European markets?

  • How do attitudes differ between public and private providers, and between hospitals with and without existing robotic systems?

  • What risks, barriers, and ROI expectations drive adoption from a financial perspective?

  • How should the platform be positioned to compete effectively against the incumbent?

 

Our Approach

1. Strategic Alignment

We partnered closely with the client’s commercial leadership to clarify objectives, define relevant competitive scenarios, and agree which commercial models should be tested. This ensured the research focused on the real decisions the sales and commercial teams needed to make.

2. Stakeholder Market Research

We conducted in-depth interviews with senior financial decision-makers in the UK, France, Germany, Italy, and Spain. Using a structured four-step methodology, we explored:

  • Existing exposure to surgical robotics and incumbent platforms

  • Reactions to capital versus managed service purchasing models

  • Willingness to pay, tested using a Gabor-Granger pricing framework benchmarked against total cost of ownership

  • Adoption dynamics, including barriers, risks, and timing

This provided a consistent financial lens across all five markets.

3. Insight to Strategy

Rather than simply reporting price points, we translated findings into actionable commercial guidance, including:

  • Price corridors by country and customer segment

  • Segmentation of adoption potential (public vs private; incumbent vs non-incumbent sites)

  • Recommendations for positioning capital and managed service models

 

Deliverables

The project delivered:

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

  • Stakeholder-specific insight into how CFOs, finance directors, and procurement leaders assess value and risk

  • Segmentation of adoption potential by customer type and competitive context

  • Clear guidance on barriers such as consumable costs, ROI timelines, and perceptions of non-incumbent platforms

 

Impact

This project provided far more than pricing benchmarks. By combining financial-stakeholder insight with strategic advisory, we helped the client:

  • Refine its pricing strategy with confidence

  • Position its commercial models more effectively against the incumbent

  • Address financial objections proactively

  • Strengthen its European go-to-market strategy

The client emerged with a clear, evidence-based roadmap to support wider adoption and sustainable growth for its surgical robotics platform across Europe.