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Medical technology

We have a wealth of experience with medical devices, in vitro and in vivo diagnostics, imaging equipment and e-health solutions.

Our expertise ranges from small device such as lenses and smartphone dongles to cardiac implants and blood-glucose monitors to MRI scanners and other capital equipment.

In recent years, we’ve seen support from the FDA towards Drug-Device combinations and increased innovation from Europe, all of which are changing the way manufacturers are doing business. The focus on personalised care, demand from an ageing population and strong public and private sector investment continue to drive pioneers and innovators.

Despite the opportunities, MedTech manufacturers face some tough challenges:

Pricing pressure – payers are demanding real-world evidence that products improve patient outcomes and reduce the overall cost of care.

Complex buying process – institutional decision-makers at hospital, regional or national levels now have greater control, and they are much more price driven.

Competition – low-cost competitors, including from emerging markets, have grown rapidly and present a real threat to premium products.

Lack of product differentiation – without a clear value proposition, products face being positioned as me-too in the market.

Regulation – tougher regulatory rules are adding to the pressure.

Our combined depth of experience across a wide range of product categories and therapy areas makes us a strong partner to find answers and insights to inform your commercial decisions and strengthen brand health and customer experience.

Speciality areas:

  • Access
  • Advanced molecular imaging
  • Automated compounding 
  • Blood collection devices
  • Capital equipment (diagnostic, mapping)  
  • Diagnostic assays
  • Electro-surgical access
  • Electrophysiology
  • Flow cytometer instrumentation
  • Imaging and ultrasound
  • Infection prevention

  • Infusion
  • OR Equipment & Connectivity  
  • Pain
  • Patient monitoring
  • Point-of-care
  • Respiratory
  • RFID
  • Surgery (Laparoscopic, robotic, open)
  • Software/IT/Artificial/Digital
  • Wound management


 Therapy areas:

  • Anesthesia
  • Bariatric
  • Cancer
  • Cardiac
  • Colorectal
  • Diabetes                    
  • Dermatology 
  • Digestion/Nutrition 
  • GI/Endoscopy
  • Hernia
  • Men’s health            
  • Neurology
  • Oncology
  • Ophthalmoloy
  • Orthobiologics 
  • Orthopedics
  • Pain                 
  • Podiatry
  • Pulmonary
  • Respiratory
  • Thoracic
  • Vascular
  • Women’s health  

Our innovative approaches have successfully revealed valuable insights and delighted clients with unanticipated information.

Procedure Immersion
Recognising the challenge of testing concepts outside a lab setting, our Procedure Immersion technique uses visuals to quickly put the physician at the OR table. This provides a structured framework to map product benefits against the pain points that they may encounter during a typical procedure. The beauty of the approach is that it can be applied to online research as well as in-person discussions.

SIMALTO is a powerful, yet straightforward choice-modelling tool developed to overcome the limitations of traditional approaches to multi-attribute product research. For our MedTech clients, it recognises the importance of treating price as a constraint and not a variable and identifies customers' minimal expectations, as well as the incremental value of improvements or more expensive features.

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Sabera Hyderally

Director, Head of MedTech

Sabera has over 27 years of experience dedicated to making sure your market strategy is engineered with as much precision as your products. She has expertise in quantitative and qualitative research tools available to aid strategic decision-making for pharmaceutical, medical and surgical device manufacturers. Special emphasis supporting the global market research needs of manufacturers for diagnostics, implants, surgical tools and disposables, capital equipment and software/hardware.

Sabera Hyderally