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 had launched a surgical robotics platform but faced a highly competitive market dominated by an entrenched “gold standard.” While adoption of robotics was inevitable, the challenge was capturing market share and building sustainable growth.

Key questions included:

  • How do clinical and financial stakeholders perceive the platform’s value compared to the incumbent?

  • What discount levels or incentives would offset feature gaps?

  • Which purchase models, capital, managed service, risk-sharing, or pay-per-use would accelerate adoption?

  • What are the barriers to switching for hospitals already using competitor systems?


Our Approach

1. Strategic Alignment
We partnered closely with the client’s commercial leadership to clarify objectives, explore competitive scenarios, and validate hypotheses. Workshops and internal interviews ensured research outputs aligned with real-world sales challenges.

2. Stakeholder Engagements
We conducted 50 in-depth interviews with clinical and financial decision makers across five European markets. Interviews were held in local languages and fully blinded, capturing insights on:
 

  • Pricing thresholds

  • Purchase model preferences

  • Adoption dynamics

3. Insight to Strategy
Instead of simply reporting data, we translated findings into actionable strategies, including:

  • Strategic scenario planning

  • Pricing trajectories

  • Tailored messaging for different stakeholders

 

Outcomes

The project delivered:

  • Benchmarks for feature parity with the incumbent and discount expectations where gaps existed.

  • Stakeholder-specific insights into how surgeons, procurement leads, and finance directors assess value, and where their priorities diverge.

  • Purchase model preferences to support flexible deal-making.

  • Switching dynamics, highlighting adoption barriers and triggers for hospitals with existing systems.



Recommendations

We helped the client take action with:

  • Updated Pricing: Market-specific European price list adjustments.

  • Planned Pricing Trajectory: Linked to feature releases and clinical data.

  • Tailored Messaging: Commercial talk tracks for surgical, procurement, and finance stakeholders.

  • Innovative Deal Structures: Empowering lower-level decision makers to accelerate adoption.

 

The Impact

This project provided far more than pricing benchmarks. By partnering strategically, we helped the client:

  • Refine their value proposition

  • Optimize purchase models

  • Build a roadmap for market success

The client emerged with actionable strategies to compete more effectively across Europe, demonstrating the value of combining rigorous market insights with collaborative strategic planning.