Cetas Healthcare | View All Case Studies
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
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Case Studies

Health Economics Study
Opportunities for US hospitals from understanding Indian HC system efficiencies
Objectives
  • Compare cost distribution across healthcare systems
  • Compare healthcare costs between USA and India
  • Compare costs spend on a MR or a CT or X-ray scans
  • Compare costs of cardiology in USA & India
Approach
  • Extensive desk research to establish target hospitals.
  • In-depth analysis of hospitals’ annual statements, business plans, pricing of services, resources
  • Identified the metrics and ratios of performance to create a head-on comparison of two markets
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies.
Insights
  • Higher volumes in India lead to higher portion of diagnostic imaging profitability
  • Cardiology volumes in India are 3x vs comparable US centers – helping offer lower price per scan
Impact

The client has taken the recommendations, working to position their offerings accordingly. Cetas Healthcare advised the client on an appropriate execution strategy in terms of target solutions and hospital types in the US.

“Higher patient volumes in India helped offset lower prices per scan”
Commercial Due Diligence Support for Acquisition
Transaction support to European Medical Device company acquisition
Objectives
  • Enhance footprint in high growth emerging markets
  • Acquire local company with complementary position
  • Identify potential market synergies from acquisition
  • Identify actions needed to align target company
  • Go-to-market strategy & execution support
Approach
  • Extensive desk research, competitive intelligence and customer opinion to uncover all the dynamics.
  • Three phase design to understand overall standing of target company in market, and customer insights to understand potential pitfalls of the acquisition
Client Profile
  • A global medical technology company. A leading surgical sutures specialist with over 60m Euro revenue, with a strong presence in cardiothoracic, ophthalmic, aesthetic, digestive, urology, maxillo-facial and orthopedics specialties
Insights
  • Global sutures market expected to grow 10-15%
  • Local manufacturing will help reduce import duties
  • Local company may not have strong strategy in place
  • Value offering needs to complement global offerings
Impact

Based on our recommendations, the client went ahead with the acquisition that was accomplished in end 2014. Cetas Healthcare has also been retained for post acquisition integration and strategic direction setting for the next two years.

“Cetas Healthcare was retained for post acquisition integration and strategic direction setting for the following two years.”
Opportunity Assessment for Continuous Glucose Monitoring Solution
Opportunity Assessment, Concept testing and Market Potential Evaluation
Objectives
  • Find ways to add value to existing offerings by working closely with stakeholders across value chain
  • Identify potential market synergies from acquisition
  • Test the concept solution around integrated patient management – value proposition, GTM, pricing, etc
Approach
  • A comprehensive approach to evaluate patients, care sites, and KOLs/policy drivers
  • Focus group discussions with patients under advanced care; In-depth interviews with specialist clinic owners/Corporate Strategy executives; In depth discussion with KOLs
Client Profile
  • A global medical technology company developing and selling advanced diabetes care products and solutions like continuous blood glucose monitors, SMBG, disease management programs, consumables and accessories.
Insights
  • A clear patient persona and understanding of actual level of care delivery at various clinical sites is critical
  • Opportunities exist for this new device and services
  • Attitudinal gaps towards the respective hazards are essential, and the need is strong to understand this
Impact

Clearly deciphered customized product offerings along with precise value props across each of the solutions

A clear understanding of the different business strategies for the respective markets under scope

“Convenience and on-demand support are the most important patient needs. Patients actively seek clear value for their spending in specialty care”
Customer Market Landscape Mapping Study
Establish Installed base, Market Size and Forecasts in Public & Private Facilities
Objectives
  • Comprehensive assessment of Indonesian market
  • Key needs in ECG, MIC, USG, Ventilators and X-ray
  • Market metrics (size, IB, revenue, forecasts, share)
  • Micro-financials of equipment usage in facilities
  • Understand the funding in a rural landscape
Approach
  • Desk research for demographics, infrastructure and human health resources availability in 33 provinces
  • 55 Face to face in-depth interviews with Ministry of Health officials at all levels
  • 720 quant interviews with healthcare providers
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, performance improvement, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • It is vital to understand public sector healthcare spending and trends across different health systems and types of institutions
    Mapping the equipment purchase pathway and key stakeholders (and their concerns) is key to tailoring the efforts and strategy
Impact

The client was able to zoom in on specific equipment categories for its business portfolio, and is making steady inroads in Indonesia

“A handful of competitors (mostly multinationals) and distributors are controlling the Indonesian market ”
Market Opportunity Assessment Study
Establish the HC facilities infrastructure, financing and insurance, growth trends
Objectives
  • Map public and private healthcare infrastructure: number, categories, ownership
  • Understand HC financing and insurance coverage
  • Map the tender process for medical equipment, and key decision makers & influencers
  • Forecast market growth
Approach
  • Desk research for demographics, infrastructure and human health resources availability in 33 provinces
  • 10 Face to face in-depth interviews with Ministry of Health officials at all levels
Client Profile
  • A global medical technology company engaged with manufacturing and selling drug delivery and diagnostic range of devices along with other instrument systems and reagents for several infectious diseases
Insights
  • The decision hierarchy is clear in public sector healthcare at various levels
  • Process in private hospitals is different than in public
  • Mapping the equipment purchase pathway and key stakeholders (and their concerns) is key to tailoring the efforts and strategy
Impact

The client adopted the research findings into their business planning tool, and as a result is investing heavily in building capacity

“Sales representatives can demonstrate, but are not allowed to directly offer products to certain healthcare providers.”
Market Size and Landscape for Select Reagents in Research Labs
Quantitative assessment of key market metrics and vendor selection criteria
Objectives
  • Market value for research reagent across geography
  • Competitors’ market share and volume
  • Price differentiation & sensitivity analysis
  • Competitive offerings/delivery models
  • Factors impacting reagents choice during purchase
Approach
  • 250 quantitative research per country spread across various types of research labs
  • Use advanced analytics tools like BPTO (Brand Price Trade Off), segmentation and MaxDiff to get detailed insights into the key objectives
Client Profile
  • A world leader in bringing innovative diagnostic and research tools to life scientists, clinical researchers, laboratory professionals, and clinicians who are involved in basic research, drug discovery and development, biopharmaceutical production, and disease management
Insights
  • The research clearly highlighted the key customer groups by revenue potential allowing the client to refocus resources
  • Current pricing was optimal
Impact

The client was able to not only gain from maintaining the pricing premium, but also saw an increased revenue from the newly recognized high potential customer which were not on the calling list

“Lowering of prices would lead to lose-lose situation for all competitors”

Customer Perception And Positioning Refinement Study
Concept Testing and Customer Attitude study for Laboratory Diagnostics platform
Objectives
  • Understand reactions to DA image, slogan & concept
  • Actionable suggestions for key concept and visuals
  • Probe customers’ understanding of the designs
  • Explore the applicable scenario in hospital
  • Study market trends, needs, opportunities/gaps
Approach
  • Accurate segmentation of target respondents
  • In-depth qualitative interviews with CD, VCD and technicians of Central Laboratory to understand their reactions to DA image, slogan and concept, and obtain their actionable suggestions for key concept and relevant visuals
Client Profile
  • An outstanding company that develops, manufactures and markets products that simplify, automate and innovate complex biomedical testing
Insights
  • Uncovered customer attitudes and beliefs, linked to their opinion of the concepts
  • Arrived at a-priori customer segmentation – used to understand positioning & marketing strategy
  • Identified the winning concepts, and modifications to fine tune the message as well as delivery
Impact

The client has now launched the two recommended campaigns to the target customers, and the initial feedback has been very positive – as the customers are able to relate to these messages

“The DA has to: ‘Attract me’, ‘Convince me’, ‘Shelter me’, and ‘make it easy for me’”

To Understand and Map the Funding Scenario in Australia’s Research Labs
Flow-of-funds, key criteria & motivation of funding bodies, application processes
Objectives
  • Flow-of-funds from various sources to research labs
  • Key criteria and motivations of funding bodies towards investing on life sciences research projects
  • Study the application process for research grants
  • Regional variances with regards to funding, research grants and initiatives
Approach
  • Desk research to establish initial baseline of key funding agencies and funding dynamics
  • In-depth interviews with research scientists and decision makers to study funding scenario and flows
  • 1-day work-out with client’s services and sales teams to derive servicing strategies from the insights
Client Profile
  • A global business that delivers breakthroughs in tools for drug discovery and biopharmaceutical manufacturing and the latest in cellular technologies
Insights
  • Mapped the entire chain and investigated the supply-demand-process dynamics
  • The application process across the funding bodies differ starkly from one another
  • Public vs private funding sources have different criteria, processes and success factors
Impact

Helped the client significantly in designing targeted approaches for specific accounts

“Key attributes: scientific panel, number of grant schemes, scientific matrix assessment on areas such as track record, significance and innovation of the project, etc.”

Market Landscape and Opportunity Assessment Study
Global Cardiovascular market assessment and forecasting
Objectives
  • Explore epidemiology trends of selected CV diseases
  • Determine diagnostic exam trends across ailments
  • Treatment rates & protocols of various conditions
  • Evaluate market size through procedure volumes for various cardiovascular ailments
Approach
  • Desk Research: Extensive review of all proprietary and non proprietary reports, journals and databases, followed by analysis, validation and insight generation
Client Profile
  • A global healthcare company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • Global quantitative data was collated for a period of 10 years
  • Data depicted many gaps and missing information, which were sorted through various analytical techniques and statistical methods
Impact

Created the pool of data and linked them extracting the meaningful essence for future business decision support.

“The client plays in about 9% of the total revenue segments”

New Product Innovation Study For “Value” Ultrasound Design
Opportunity and Need-Gap Analysis of the Value Ultrasound Market in BRICS
Objectives
  • Identify market landscape and establish key customer segments for value ultrasound
  • Develop an understanding of the workflow, referral dynamics and unmet needs of GPs and Obs/Gyn
  • Test value ultrasound product concept & prototypes
Approach
  • In-depth interviews to define competitive landscape
  • Focus groups to understand key challenges related to workflow, and equipment, needs, and training
  • Focus groups to test product concepts with the users and non-users of ultrasound
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, performance improvement, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • Global quantitative data was collated for a period of 10 years
  • Data depicted many gaps and missing information, which were sorted through various analytical techniques and statistical methods
Impact

Client had a clearer understanding of the market landscape for value ultrasound market – allowing them to customize product specs as well as design a tailored training module for potential users

“Big variations among ‘start-up’, ‘established’ and ‘renowned’ clinics”

Business Strategy Realignment Study
Assessment of the Optimal Business Model with Customer Focus
Objectives
  • Evaluate the competitor business model, their efforts and activities in the medical imaging markets
  • Understand key factors impacting customers choice across different competitors
  • Evaluate customer’s perception towards the client vs. competitors
Approach
  • Discussions with internal stakeholders at client site
  • Extensive review of proprietary and non proprietary databases, journals, trade publications etc.
  • Competitive Intelligence interviews
  • Qualitative in-depth interviews with KOLs & Rads
Client Profile
  • A global healthcare company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • We traced the key reasons for the change of customer loyalty towards competitors.
  • Mapped the purchase decision processes and key factors influencing purchase decision.
  • Competitors actions led to clear directions on strategy and implementation
Impact

Key attributes such as quick response time, vendor relationship with hospital director, and negotiation skills emerged as the major differentiators for win/loss.

“Relationships with key stakeholders is a big factor in losing to the competition”
Market Launch Support for Value Anesthesia Equipment
Opportunities for US hospitals from understanding Indian HC system efficiencies
Objectives
  • Identify customer needs & pain-points
  • Establish customers’ likes/dislikes of new product
  • Identify the target customer groups for new product
  • Establish optimal positioning in the market
  • Quantify the opportunity size for new product
Approach
  • Extensive research to establish target hospitals
  • 30 Quantitative research interviews with senior Anesthesiologists across public and private Hospitals
  • In-depth assessment of new product profile
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, performance improvement, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • Big differences in public and private hospitals across various aspects
  • Advised the client on target customer hospitals and optimal positioning statement.
  • Advised on implementation strategy in terms of bundling, channels, distribution and pricing tools
Impact

The client has taken the recommendations on board, and has positioned the product accordingly

“Availability of spare parts is the biggest common factor across hospital types”
Business Expansion into Primary Care Market
Assess the business case for selling imaging technology to midwives
Objectives
  • Understand & study the midwife market landscape
  • Understand the practice profile and commercials
  • Understand the interest in training & equipment
  • Establish regulatory & logistics challenges
  • Identify the potential partners for implementation
Approach
  • Extensive desk research, qualitative research and quantitative interviews to establish the key information points
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, performance improvement, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • Very clear picture in terms of likely financial impact and ROI for private midwives, point of entry
  • Stakeholders can help remove regulatory barriers
  • Pricing strategy for the initiative is critical
Impact

The client worked on the regulatory access part of the program and was expected to roll out the initiative

“Regulatory and pricing challenges are the key factors in unlocking this business opportunity”
New Product Concept Evaluation In Emerging Markets
Opportunity Assessment, Concept testing and Market Potential Evaluation
Objectives
  • Assess the current oncology market landscape
  • Develop an in-depth understanding of oncology workflow across hospital types
  • Awareness & attitude of healthcare workers towards occupational hazards related to chemotherapy
  • Evaluate market potential and future opportunities
Approach
  • Desk research for market landscape and occupational hazard guidelines
  • Face to face in-depth interviews for current challenges, requirements, concept testing
  • Quantitative research for product specs, ideal pricing by segments and market potential estimation
Client Profile
  • A global medical technology company engaged with manufacturing and selling drug delivery and diagnostic range of devices along with other instrument systems and reagents for several infectious diseases
Insights
  • Identified awareness & attitude toward occupational hazards involving chemo drugs
  • Determined the potential for the new device by mapping existing solutions and implementation
  • Big need to mitigate attitudinal gaps towards the respective hazards
Impact

Helped client decipher the customized product offerings along with precise value props across each of the countries. Also developed a clear understanding on the different business strategy for the respective markets under scope.

“Total addressable market is over $30Mil between private and public hospitals”

New Product Innovation Study For Remote ICU Monitoring Solution
Opportunity Assessment, Product Specs Definition and Market Potential Evaluation
Objectives
  • Assess current ICU dynamics, need-gap & challenges
  • Deep understanding of the ICU workflow across various hospital types
  • Value propositions for each customer type; define ideal product specs
  • Market potential and new revenue models
Approach
  • Desk research for demographics, infra. and HR
  • In-depth interviews for current challenges, test and enhance product concepts
  • Work-out session to refine the product concept
  • Quantitative research for product testing
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, performance improvement, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • ‘Myths’ about inadequacy of ICU beds were rejected
  • Length-of-stay strategy depends on the hospital type
  • “Provider” vs. “Self user” and “Absorber models”
  • Product specs for each segment were refined
Impact

The client had a clear understanding of the customer needs, product specs, preferred price and value and desired business models across all customer segments

“Total actual market potential exceeds 18K beds”

New Product Innovation Study for Equipment Service Portfolio
Opportunity assessment, Value Prop creation for a differentiated service offering
Objectives
  • Understand the value of after-sales service
  • Assess key demands and components desired within service and willingness to pay
  • Understand competitors, offerings and GTM models
Approach
  • Segment target respondents for all 6 modalities
  • In-depth qualitative interviews for pain-points, value, and perception of an ideal service contract
  • 2-day work-out session with client’s services and sales teams to derive servicing strategies
Client Profile
  • A global medical technology company manufactures and sells a broad range of medical imaging and information technologies, medical diagnostics, patient monitoring systems, performance improvement, drug discovery, and biopharmaceutical manufacturing technologies
Insights
  • Clear pain-points exist for different customer groups.
  • Timely availability of spare parts is more critical than quick response time.
  • Stark differences in the perceived value of services between corp/super-specialty vs. other hospitals
Impact

The client renewed its ties with specific dealers. Created differentiated service offerings for hospitals grouped together under a needs-based segmentation

“3rd party service providers gaining due to personalized service and weekend support”

Business Opportunity Assessment for an Emerging Hospital Segment
Market Attractiveness Study Across Hospital Segments in India
Objectives
  • Understand overall healthcare delivery system, structure and segmentation
  • Understand each segment in detail w.r.t. procedure types and volume, current operational & financial model, future positioning plan
Approach
  • Desk research for a broad understanding of the market landscape
  • In-depth qualitative research to assess the current infrastructure, budgets, priority areas and expectations from global med-tech companies
Client Profile
  • A global medical technology company developing and selling Cardiac Rhythm Disease Management, Spinal and Biologics, Cardiovascular, Neuromodulation, Diabetes, and Surgical Technologies
Insights
  • Certain Tier II cities emerged to be the most lucrative investment options for the client
  • Mapped precise financial and non-financial incentives that private hospitals have been looking to execute expansion plans
Impact

The client is now looking to design customized financial packages to partner with the hospitals and also address their unmet needs with regards to CME, facilitation of accreditation, etc.

“Small (

Pre-Launch Market Assessment for a Hospital Chain
Pre-Launch Opportunity Assessment Study for Dialysis Centers
Objectives
  • Establish the current market size, dynamics, future addressable market and growth potential for ESRD and potential patients undergoing dialysis
  • Understand competitors (hospitals) perspective about key aspects of entering into standalone dialysis centers market
Approach
  • Desk Research
  • In-depth interviews with KOLs , key suppliers of, competitors & Private health insurers, etc.
  • Quantitative Research to evaluate the actual market scenario at ground level
Client Profile
  • A global integrated healthcare provider with presence across a wide range of delivery segments including primary healthcare, day care specialty healthcare, hospitals, dental clinics and diagnostics
Insights
  • Recommended specific cities / towns as well as launch strategies for the client
  • PPP and PPT models are preferred across towns ranked in the order of their market attractiveness
Impact

The client launched over 100 dialysis centers in the target cities taking into account, the recommended promotional and partnership strategies

“High investment is required to setup standalone dialysis centers”

Diagnostic Imaging Market Landscape and Opportunity Assessment
Opportunity Assessment for DR and Ophthalmic Equip in India, Thailand, Vietnam
Objectives
  • Establish key market segments, number of clinicians, equipment penetration levels, and go-to-market strategy for major competitors
  • Establish market metrics such as market size of individual segments, market share analysis, ASPs etc.
  • Map customer decision pathway, unmet needs, etc
Approach
  • Desk Research to create a broad market landscape for the products in scope
  • Competitive Intelligence interviews for in-depth quantitative and emerging trends
  • In-depth qualitative research
Client Profile
  • A global provider of consumer, business-to-business and industrial digital imaging solutions. Among other solutions, it deals with Digital radiography products and ophthalmic (retinal) cameras
Insights
  • Evaluated the market size and growth trends of the various product segments including mobile and fixed DRs (among others)
  • Narrowed our efforts to the demand side
  • Identified target segments for the products in scope
Impact

Client devised a tailored marketing and sales plan by mapping the decision making process, the unmet needs and the various customer preferences and perceptions

“While private centers are numerous, percentage of public centers is growing rapidly”

mHealth Market Landscape and Opportunity Assessment Study
Opportunity Assessment for mobile health solutions
Objectives
  • Explore key applications, segments, trends and drivers/barriers of the mobile health space in India
  • Identify key competitors and their offerings
  • Determine various business models currently implemented/planned
  • Identify current alliances, stakeholders, leaders etc.
Approach
  • Desk research to develop a broad market landscape
  • Qualitative, in-depth interviews for deep insights
Client Profile
  • A global medical technology organization engaged in developing and selling diagnostic as well as therapeutic range of devices across Cardiac Rhythm Disease Management, Spinal and Biologics, Cardiovascular, Diabetes and Surgical Technologies
Insights
  • Defined the various segments currently operating, prospective segments, business models, current applications etc. of mobile health
  • Secondary research space is restricted
  • Validated unmet needs
Impact

Client devised a procedural framework, a step by step guide for entering the market, along with recommendations on potential partnerships and target customers for prospective accomplishment

“Vast need exists across diagnostic and monitoring segment due to high mortality rates. Highly unmet, enormous scope for new entrants”

Surgical Consumables Market Landscape and Opportunity Assessment
Market opportunity assessment for surgical supplies
Objectives
  • Establish market size and average selling prices for various surgical supply product categories
  • Estimate market share analysis of the various product segments in surgical supplies
  • Assess key trends, drivers, barriers and distribution best practices for surgical supplies
Approach
  • Competitive Intelligence interviews to understand key competitor activities, strategies, and tactics
Client Profile
  • A European healthcare organization manufactures and sells a broad range of medical and surgical supplies
Insights
  • A meticulous assessment strategy was implemented
  • In-depth products and price segments
  • Purchasing patterns that would leverage the marketing approach for these products
  • Various market drivers/barriers that would help orient the client’s offerings in the market
Impact

The client is now formulating the pricing strategy and thus planning a successful launch of their product segments

“Each product sub-segment required different approaches and strategy”

Emerging Trends in Research Labs in South Korea
Trends in Life Science research, investment & funding, purchase dynamics
Objectives
  • Market Segmentation of research labs
  • Trends in life science research
  • Dynamics in investment/funding of research
  • Purchase dynamics(Equipment & Consumables)
  • Key Vendors
Approach
  • CIn-depth interviews to understand the key areas where most life sciences researches are carried out
  • Segmentation of respondents
  • 1-day work-out session with client’s services and sales teams to derive servicing strategies
Client Profile
  • A global business delivers breakthroughs in tools for drug discovery and biopharmaceutical manufacturing and the latest in cellular technologies
Insights
  • The role of government in shaping R&D
  • Advisory bodies at the top administrative level
  • How much funds the research universities or research institutes receive.
  • Competition intensity within the universities
Impact

The client is working to align the product and technology platform with the upcoming opportunities in Korea

“Challenges with 2D Electrophoresis, and competition with mass spectrometers are key trends”
Domestic Competitors Landscape in China
Customers’ Views and Market Activities of Domestic Manufacturer
Objectives
  • Understand customers views on local manufacturers
  • Evaluate healthcare reform, and other forseeable impact on local manufacturers
  • Understand overall impression of the sales reps’ visits and market activities
Approach
  • Segmentation of target respondents (sample split) across level II and III hospitals in Tier I and II cities
  • In-depth qualitative interviews to understand views and overall impression of domestic manufacturers
Client Profile
  • An outstanding company, who develops, manufactures and markets products that simplify, automate and innovate complex biomedical testing
Insights
  • Qualitative perceptual maps outlining competitive positioning of key competitors in the market
  • There was little differentiation among key international companies
Impact

The client is in the process of fine tuning the positioning strategy, and is re-launching key offerings in the market

“Undifferentiated offerings is a bigger challenge than the presence of domestic manufacturers”