Portfolio optimization in implantable cardiovascular devices
The challenge
Help our client understand the relative importance of a range of new product improvements
Identify which ones should be part of value, core and premium products
Set price points for these products in order to maximise revenues across the portfolio
The approach
Qualitative interviews across 5EU in order to understand which products are currently seen as “value” vs “premium” and why, and for initial assessment of product improvements
Quantitative survey including customised conjoint exercise research
Purdie Pascoe value added
Strong therapy knowledge
Qualitative and quantitative capabilities
Innovative approach in conjoint design
Presentation to senior level clients with strong preconceptions and some resistance to market research
Business Impact
“For this highly strategic project, Purdie Pascoe suggested a creative and robust methodology. The survey was conducted very efficiently. The Purdie Pascoe senior project leaders were personally very much involved in the fieldwork and execution of the project, and they were available at all times to answer our questions. Their understanding of our industry was impressive.”
Director, International Marketing Strategy & Analysis
