OR Product Assessment

Our client was facing changing market dynamics and needed to anticipate how growth and share for its product would evolve over the next three years.


  • Health Advances worked with a client to understand the product positioning and resulting revenue potential for an OR product in light of changing market and competitive dynamics
  • The team also assessed the impact of the introduction of the client’s next generation-premium priced product.

Critical Questions to Address

  • What is the sales potential over the next 3-5 years?
  • To what extent do brand, company reputation, pricing, key features, clinical data impact product choice?
  • How are the competitors positioned? What is the optimal positioning to accelerate sales growth?
  • How will the next generation product be viewed and what it the potential market share and sales growth impact?
  • What are the key obstacles preventing further growth and how can those obstacles be overcome?
  • What are the strategic inorganic growth implications of the findings?

Health Advances Approach

  • The Health Advances team estimated the overall market size based on number of relevant procedures using both primary research and numerous secondary sources.
  • Clinician decision-making process and key attributes impacting product selection were evaluated during the course of in-depth interviews with clinicians.
    Primary research included a quantitative survey of clinicians to evaluate the market and market share.


  • This analysis was presented to senior management and ultimately used as part of a strategic plan assessing inorganic growth goals in addition to sales and marketing recommendations