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.
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
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.
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.
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