- May 21, 2016
- Posted by: Tanuja Khanolkar
- Category: APAC / ASEAN, BY MEDICAL TECHNOLOGIES, ICU equipment, Market Entry Assessment, Maternal & Infant Care, Operating Room devices, Patient Monitoring
Our Client: A global leader in diagnostic imaging equipment and related software and Healthcare IT solutions
Challenge Statement: The client wished to map the entire hospital infrastructure in ASEAN and APAC to assess the addressable market for its large product and solutions portfolio to ensure improved sales efficiency in the region
EMeRG Approach: Indepth secondary research was conducted to understand the current infrastructure in ASEAN and APAC. EMeRG began with creating a detailed list of all hospitals across 14 countries and understanding their overall demographics including bedsize. Once the hospitals were broadly segmented based on bedsize, ownership type and regions, EMeRG estimated the critical attributes including no. of ICU beds, NICU beds and ORs in each. This was followed by creating a deeper bifurcation based on level of care and procedural mix. ICU beds and NICU beds were divided into Level I/II/III across certain countries; while ORs were classified into Major and Minor ORs. Topdown methodology for TAM estimation was adequately validated through bottomup methodology including detailed listing of infrastructure and installed base (IB)
Research Outcome: The research helped the clients streamline their current understanding of total addressable market. A heat map was proposed to understand current regions within a country with high IB (and hence high replacement rates) vs. client’s current fieldreach or feetonstreet. The insights are now being internalized to improve sales force effectiveness strategies within direct sales and indirect channel partners
EMeRG Value Add: Healthcare expertise – EMeRG’s indepth understanding of the hospital infrastructure in ASEAN helped us leverage local resources to map and size the hospital demographics