A global firm specializing in customer insights and strategy for
the medical devices industry
Customer Insights Practice:
We provide custom and proprietary market research solutions and models to support
Medical Device clients throughout the continuum of marketing process.
At Cetas Healthcare we believe that the art of qualitative research is best practiced by taking
a disciplined and rigorous approach to gathering and analysing information. We use a
repertoire of open-ended interviewing techniques, and informal method of analysis to gain
an understanding of people’s attitudes, opinions, and behaviour.
Our specialist healthcare moderators are experienced in gaining insights through:
In-depth one-on- one personal interviews
Focus group discussions
Ethnography (Immersion) research
Telephone in-depth interviews
Cetas Healthcare also offers full range of quantitative market survey methodologies
including online surveys, personal quantitative interviews, and phone surveys.
Our comprehensive portfolio of quantitative solutions for specific business issues includes:
Market Sizing Surveys
Advanced Segmentation Modeling
Perceptual Maps/Correspondence Maps for Market Positioning
Conjoint Analysis for New Product Development
MaxDiff Analysis for Product Introduction to New Markets
Price Sensitivity Meter/Gabor Grange for New Product Pricing
Price Value Maps/Brand Price Trade-off for New Markets Pricing
Over and above the routine off-the- shelf market overview reports, often times our clients
need a detailed view of the markets (market size, growth, forecasts, drivers, barriers,
technology trends, pricing trends, etc.) and competitors (competitor characteristics, needs,
views on supplier performance, investment plans, strategic direction, product pipeline,
marketing strategies, financial data, expansion records and plans, etc.).
We creatively identify and interview a variety of industry participants—including direct
competitors—to provide a well-rounded, corroborated view of the salient competitive
issues. We use ethical means to gather hard-to- find information on markets and
competitors. Our specialists then analyze the findings, add insights, demonstrate clear
implications to the client, and work with decision makers to develop action plans and
Medical Devices Strategy Consulting
We are a specialist consulting group, with a team dedicated solely to serving the medical
devices/technology marketplace. We have domain experts and leaders in the industry, with
decades of experience and background. Combined with our market research and customer
insights capabilities, our output comes from integrating data, knowledge and intuition.
Our expertise spans diagnostic imaging, interventional devices, monitoring systems, IT
infrastructure, etc. Our breadth stretches from Asia to Europe to the Americas. Our
competency includes business, technology, products, marketing, commercial and service.
Our track-record includes successful projects in launching new products, troubleshooting
existing markets, and making mission critical go/no-go decisions.
Cetas Healthcare | Leadership Team
A global firm specializing in customer insights and strategy for the medical devices industry
Medical Market Research Emerging Markets Business Analytics Desk Research Qualitative Quantitative Competitive Intelligence
10+ years in Pharma sales, Marketing and strategy projects across US and EU
Inorganic and organic growth strategy, Sales force sizing, Incentive and compensation design, Geo-deployment
Keen interest in development of analysis framework and he developed promotion response methodologies for data poor markets and evaluation framework for IC Plans on Fairness, Motivation and Financial Risk
MBA from IIM Ahemdabad-India’s most esteemed business school. He is also an alumnus of IIT Bombay.
Post-MBA Shashi has worked extensively on organic and inorganic growth strategy of companies, evaluation of in-licensing and out-licensing opportunities and Go-To-Market strategies
Enjoys swimming and trekking
Claus Schaffrath, MD
Market Access & Clinical Intelligence Practice Lead
Physician & electrical engineer with 20+ years experience in Medical Devices and Image Guided Therapy, both in Hospital and Industry.
healthcare marketing professional & business developer in start-up, mid-sized and large international companies over a broad spectrum of clinical areas.
Market experience & clinical networks in Neurology & Neurosurgery, Orthopedics, Spine & Trauma and Interventional Oncology & Radiology.
Expert in Product Claim Management and creator of Product ClaimManager™, a practice driven approach of Value Creation for Medical Devices
Subject matter expert for the Deutsche Gesellschaft Biomedizinische Technik (DGBMT), member of the Deutsche Gesellschaft Interventionelle Radiologie (DeGIR) and Cardiovascular and Interventional Radiological Society of Europe (CIRSE)
Registered as physician in the Netherlands, certified as Manager Regulatory Affairs Medical Devices EU & International and Lead Auditor QMS ISO 13485:2016
15+ years experience in delivering healthcare and MedTech customer and market insights to support new product development and launch initiatives.
Extensive experience in executing insight programs in key international markets and appreciation of cultural, regional, regulatory and ethical considerations − Insight validation, concept and message testing, segmentation, pricing, customer satisfaction.
Expertise in distilling market challenges from diverse healthcare arenas into pragmatic and actionable research programs − Medical imaging, Healthcare IT, Life Sciences, Medical devices, Consumer Healthcare, and disease focussed solutions (e.g. cardiology, neurology, oncology).
Designer of global customer listening programs to support customer experience improvement
Extensive functional market research experience applicable to B2B and B2C markets in multiple industry verticals
BSc(Hons) in Cognitive Science and MBA from La Trobe University, Melbourne
Enthusiastic amateur sports photographer with a new found love for ice hockey and skiing.
8+ years in healthcare research across USA, Europe and Asia in Medical Technology
Competitive landscape, Market Development/ Penetration Strategy, Disease and Clinical Intelligence, Pre/Post Launch Research
Extensive experience in several disease spaces including obstructive sleep apnoea, lung oncology, hypertension, acute ischemic stroke, hydrocephalus, and several other cardiovascular and neurovascular diseases.
Expert in market landscape, stakeholders perceptions and behaviour, market development/ penetration strategies, opportunity and adjacency mapping, amongst others.
Accomplished industry executive with 50+ years of experience and proven track record in the Health Care and Diagnostics Business, and has spent 26 years in Mexico, 10+ years in Brazil, 9+ years in Argentina and 5 years in Germany
Started career at Bayer getting experience in Argentina Brazil and Germany, followed by Boehringer Mannheim (various management positions) in the Pharmaceutical , Diagnostic and Orthopedic business.
Built the Diagnostic business for BM in Central America and was responsible for this Division in Brazil and Argentina .
Founder & CFO of Tecnoside SA de CV a Pharma manufacturing consultancy
Passionate about rowing sports, Technical Director of the Mexican Rowing Federation during 2 Olympic Cycles