Our Client
A global medical technologies manufacturer dealing with medical devices, medical consumables and drug delivery systems
Challenge Statement
For strategic planning regarding pricing, market access and overall marketing strategy, the client wanted to understand the future outlook of reimbursement of medical consumables in India
EMeRG Approach
For strategic planning regarding pricing, market access and overall marketing strategy, the client wanted to understand the future outlook of reimbursement of medical consumables in India
- Desk Research – An exhaustive desk research was conducted across medical literature and commercial open sources to map the impact of diabetes on Indian population. Desk research was also conducted to understand the current market dynamics of medical consumables and pathology labs in India
- In Depth Interviews were conducted with diabetologists and other specialists, Medical Directors of hospitals; pathology lab owners; BU Heads and product managers at Health insurance companies; pharmacists and patients
Research Outcome
Reimbursement as a terminology was loosely understood in India. The possibility of medical consumables and diabetes delivery products being included within private health insurance schemes was ruled out. However, key state government schemes were identified, and pricing strategies were evaluated. Based on EMeRG’s recommendation, a top-level pricing strategy as well as penetration strategy into public accounts was created. Addressable market was estimated, and internal understanding of customer segments revised
EMeRG Value Add
Local Knowledge: Understanding of local pricing dynamics, margins and procurement cycles helped streamline a long-term pricing strategy
Research Experience: By liaising with top KOLs, the longterm possibilities of reimbursement trends were assessed