Go-to-market strategy

The team had submitted an application for development funding for their healthcare technology, but this had been unsuccessful. Feedback from the reviewers was to address the gaps and weaknesses in the application and re-submit – which included having a clearer market strategy and being clearer on the value proposition to healthcare systems. 

We worked to perform a Healthcare Technology Assessment – modelling the impact of the technology on patient outcomes, and how it would change the number and cost of surgeries performed and so yield cost savings to healthcare systems.

Our analysis showed clear benefits to healthcare care systems through the delivery of very significant savings. It also outlined a very significant commercial opportunity, backed up a market model that showed sales of equipment and consumables into hospitals in Europe and the US.

This enabled the team to re-submit a stronger application for funding, that was successful. This yielded the budget required to develop and commercialise the product.

Next case study: Supply chain set-up