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Non-Invasive ICP Measurement Device Pricing Study

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    A global medical technology company who wants enhance customer insights quarterly to better inform the product development, marketing and commercial decisions on a consistent basis…globally.
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    The Client

    • A medical device company developing products for non-invasive detection of intracranial pressure (ICP) using ultrasound imaging and machine learning
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    The Challenge

    • The client has developed a promising new non-invasive, ultrasound based intracranial pressure (ICP) Measurement device concept
    • Before launching, they want to understand
      1. The current practices of and challenges with ICP Measurement
      2. Key stakeholders’ reaction to their concept and evaluate a pricing strategy
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    Our Approach

    • Quantitative Research : 20 mins. online survey based on a structured questionnaire
    • Stakeholders: Neurosurgeons, Neuroanaesthesiologists and Purchase Managers/Department Heads
    • Market: US, Germany and UK
    The Objectives

    The Objectives

    • Quantitatively assess willingness to pay for the concept at different price points
    • Prioritize value drivers that will be most compelling in demonstrating “economic value" based pricing
    • Confirm key roles involved in making purchase decisions, and better understand their priorities in evaluating the concept
    • Evaluate the reimbursement scenario for ICP monitoring in the United States, Germany, and the United Kingdom
    Project Outcomes

    Solution/Outcome

    • The current ICP Measurement practices and challenges were identified
    • Customer perceptions of new concept such as concept interest, believability, uniqueness and relevance to the department needs were evaluated
    • Preference for concept output, importance of additional services and key value drivers for adoption were understood
    • Expectations with the price of the concept and preference for pricing model was analyzed
    • Current reimbursement process for a new medical device in each market, along with the following parameters were understood
      1. Current reimbursement scenario for ICP measurement
      2. Relevant ICP measurement codes
      3. Reimbursement amount for each code

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