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Market Opportunity Assessment and Concept Testing of a New Surgical Robotics Solution

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    A global medical technology company that develops a broad range of medical devices and medical technology.
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    The Client

    • A global medical technology company that develops a broad range of medical devices and medical technology
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    The Challenge

    • A global medical technology company is planning to enter into the Surgical Robotics market and is in the process of developing a comprehensive and robust landscape of current and future trends in this area. The company wishes to find out:
      1. - Is there an opportunity for it to enter into the Surgical Robotics market?
      2. - And if yes, then what should be their plan (in terms of offering, segments, VP, and markets) to enter into this space?
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    Our Approach

    • Qualitative Research: A 60 min in-depth telephonic interview with users and intenders including both surgeons and administrators in US,EU5 and India
    The Objectives

    The Objectives

    • To understand current usage, challenges, and dynamics of Surgical Robotics
    • To evaluate perceptions of current brands of surgical robots
    • To test the market reaction and feedback to robotic solution concept (and features)
    • To understand purchase dynamics – key decision makers, key purchase factors, pricing expectations, and preferred payment models
    Project Outcomes

    Solution/Outcome

    • We were able to assess the market opportunity for surgical robots and the drivers and barriers related to adoption of Surgical Robotics
    • Evaluated the likelihood to adopt the concept and the reasons for the same
    • We were able to identify the most liked and the disliked attributes related to the concept
    • We were able to identify the key stakeholders involved in purchase and the top Surgical Robotics brands considered and used by the stakeholders
    • The client could understand the current landscape of Surgical Robotics and make an informed decision on how do they want to go about with their new concept in the current market scenario

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