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A global medical device manufacturer specializing in surgical technologies wanted to increase its market share across Europe. While the company enjoyed a strong reputation globally, it lacked detailed knowledge of how European hospitals compared products, how reimbursement frameworks influenced decisions, and how clinicians perceived the current competitive landscape. Without these insights, the company risked failing to meet adoption hurdles and losing ground to disruptive innovations in surgical practice.
We conducted an in-depth assessment of the European medical device landscape. Interviews with surgeons, procurement officers, and hospital administrators provided direct feedback on unmet needs, product evaluation criteria, and long-term clinical trends. These findings were paired with a review of over ten healthcare databases, including procurement data at the hospital level, which allowed us to benchmark competitor pricing, reimbursement structures, and distribution approaches. We also examined clinical case studies and published evidence on device performance, positioning the client’s portfolio against competitors in a way that highlighted differentiation opportunities. Emerging disruptive innovations, such as minimally invasive technologies and AI-supported surgical tools, were mapped to assess future risks and opportunities.
The engagement gave the client a full picture of the competitive landscape in Europe, highlighting how clinicians were weighing cost, performance, and innovation in their purchasing decisions. Pricing benchmarks and reimbursement trends provided immediate input into go-to-market planning. Clinician feedback revealed gaps in existing solutions that aligned directly with the client’s strengths, giving the company confidence to tailor its messaging and positioning. With a validated understanding of both present and future market dynamics, the company was able to expand in Europe with a strategy that was aligned to hospital priorities and surgical innovation pathways.