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BACKGROUND

CHALLENGE

IMPACT

The Client is a start-up that spun off of a university-based medical technology laboratory in northern France. Due to the founder’s vast experience in the measurement of physiologi-cal signals, the Client created an innovative technology platform to “fast-prototype” sensing solutions. This modular, easy-to-use platform includes detectors and software that allows a physician to create new applications according to their needs. The Client offers both the platform itself and consulting services (technical feasibility, prototyping) to biomedical companies who need to develop new electrophysiological devices.

In order to successfully release their new technology to market, the Client needed an effective market plan that prioritized key market segments and correctly positioned its offering.

SOLUTIONThe MarkeTech Group (TMTG) targeted activities where the Client could achieve a strong competitive advantage, and conducted a broad market analysis in 10 application areas using the Black Box cost-benefit analysis model. For each application, TMTG performed an analysis to identify the added value of the technology and evaluated the potential achievable gains using this technology. To validate the model, The MarkeTech Group conducted more than 10 interviews with R&D managers at various biomedical companies. In addition, a competitor analysis provided key benchmark information for the market plan.

The MarkeTech Group identified four market segments that could yield high business value for the Client. Company executives highly valued the market planning exercise since it created a new product roadmaps that enhanced the company’s valuation.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION

LAUNCH PREPARATION

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Go to Market PlanningPricing

PRODUCT MONITORINGCustomer Satisfaction and Loyalty

Post Launch Acceptance

MARKET RESEARCH AND PLANNINGCustom Market Analysis

Market Mix Analysis

Market Opportunities for an Innovative Technology

TECHNOLOGY GO / NO GO

North America