Even the most promising innovations require a clear monetization and market access strategy.
A top European medtech company aimed to commercialize its new digital lung cancer screening solution in the US and Europe. While there is a clear need for an innovative early detection tool, improving user uptake hasn’t been easy and the path to market isn’t straightforward either.
In the US, despite national screening programs, lung cancer screening still struggles with low adoption and limited funding for innovative solutions.
To succeed, our client needed a differentiated value proposition, a localized pricing strategy, and an evidence plan for payer support and to increase uptake.
Our initial assessment revealed critical gaps in the product’s value proposition.
We helped our client define the MVP and determine feature development priorities, such as pushing PACS integration or longitudinal analysis capabilities. We worked with the medtech company to distinguish the “nice-to-have” features from the “must-have” ones that are essential to drive adoption.
Our team also examined similar diagnostic tools to identify what worked or didn’t, and then adapted those learnings to fit our client’s product.
Next, we researched payer perceptions and identified different monetization models, from public reimbursement to private-pay and hybrid pathways. Based on these insights, we developed a tailored monetization and market access strategy. Country-specific strategies comprised payer (value) perception, the underlying reimbursement landscape and dynamics, willingness to pay or fund, and concluded with local stakeholder engagement plans.
Our work led to successful pricing and market entry strategies for each market.
This partnership empowered our client to balance early traction with long-term ambition, positioning the solution for sustainable adoption and commercial success in the growing area of early cancer detection.
お問い合わせ
サイモン・クチャーのエキスパートがいつでもご相談に応じます。お気軽にお問い合わせください。