Background

一家领先的全球澳门mg官方平台设备制造商面临定价策略挑战,并与波士顿澳门mg官方平台保健公司(澳门mg官方平台)合作,为针对低端市场的一套三种产品确定合适的价格, mid-range, and high-end of the urology market.

The products, which included a capital component and disposables, had over 20 different features that could differ across models; some features were available only with certain products within the device family.

Competitors on the market provided low-tier and mid-tier offerings. The capital equipment was available for purchase or lease, 制造商对测试各种资本设备的价格很感兴趣, with the highest tested price being over 750% larger than the lowest.

客户请求波士顿澳门mg官方平台保健公司的支持,以确定一个最佳的业务模型,以推动采用新的下一代平台, customer willingness-to-pay, and key value drivers and differentiators.

Key Business Questions

  • Who are the key stakeholders for the technology, with specific regard to stakeholders influencing purchasing and adoption?
  • What are the main unmet testing needs by physician segment?
  • 驱动采用的产品特性是什么?关键价值信息是什么?
  • 鼓励采用产品的最佳商业模式是什么(购买还是租赁)?

澳门mg官方平台’s Approach

澳门永利官方权衡了用于确定最优价格的定价方法的优点和缺点, 包括联合分析和Gabor Granger / Van Westendorp方法论,其中包括开放式问题和关于不同场景的具体测试价格的问题.

With conjoint analysis, 澳门永利官方估计每个专业至少有100名参与者需要完成至少15项产品选择任务, 每一种都要求医生从5种假设的产品设计中选择一种产品(用7到9种产品特性来描述).

全球澳门mg官方平台设备客户定价方法的优势和劣势

MethodologyAdvantageDisadvantage
Conjoint Analysis
  • Indicates the relative importance of each product attribute tested.
  • 允许在不过分关注定价的情况下,在其他产品特性的背景下测试价格.
  • Displays relevant combinations of product features together in a product profile.
  • 参与研究的医生数量和每个医生选择任务的数量对于统计意义上的分析是必要的,这可能是负担,并危及响应的质量.
  • 测试所需的价格范围之广,将使澳门永利官方难以使用联合测试来评估单个产品系列的支付意愿的细微差异.
Gabor Granger / Van Westendorp Methodology
  • Solicits unbiased pricing expectations with open-ended questions.
  • 包括关于医生可能以设备制造商感兴趣的特定价格购买设备的问题.
  • This approach does not capture willingness to pay for individual product features, instead, 该方法表明他们愿意在关键价格点为产品家族中的三种设备中的每一种的代表性配置支付费用.

BHA决定采用开放式问题来寻求公正的定价预期, 接下来的问题是,医生是否可能以设备制造商感兴趣的特定价格购买设备.

确定产品定价预期,并确定采用障碍的关键驱动因素, 澳门mg官方平台 conducted primary research in two phases:

  1. In-depth phone interviews with 10 clinicians and two hospital purchasers, and
  2. Quantitative online survey with 150 clinicians

波士顿澳门mg官方平台保健公司创建了一个定价模拟器(图1),模拟临床医生对54种不同定价方案的反应,以了解不同价格组合下的收入潜力.

Pricing Simulator for Optimizing Medical Device Pricing Strategies

Figure 1. 所给出的54种情形按收入的顺序排列,收入最大化的情形在左边. The orange boxes indicate the price levels tested, 顶部的条形图显示了产品系列中每个设备所占的份额.

Value to the Client

The simulator:

  • 按医生专业和产品类型计算预期高峰市场份额.
  • 确定收益最大化价格情景和市场份额最大化价格情景.
  • 提供了对产品系列中的三个选项感兴趣的临床医生的价格敏感性数据.
  • 启用敏感性分析,以确定结果可能如何根据不同的购买可能性阈值变化.

Takeaway

For Medical Device companies that have large product families, the simulator, 作为一种重要的工具,用于指导关于整套产品的最佳价格点的建议.

By employing the chosen methodology, 澳门mg官方平台 was able to:

  • Confirm which types of individuals are crucial in device adoption decisions
  • Understand how the devices are used, which product features are most important, and how institutions decide to buy versus lease
  • 确定哪些价格会或不会影响医生建议购买或租赁首选设备的决定.
  • Develop a comprehensive pricing simulator that
    • 显示收益最大化价格场景和市场份额最大化价格场景
    • 提供对产品系列中三个选项中的每一个感兴趣的临床医生的价格敏感性数据.
    • 促进敏感性分析,以确定结果可能如何根据不同的购买可能性阈值变化.

波士顿澳门mg官方平台保健公司的工作是为客户的新产品引入建立有效的定价和合同策略的基础, optimized within the context of the overall portfolio pricing management strategy.

For more than 25 years, 波士顿澳门mg官方平台保健为新兴和成熟的澳门mg官方平台设备提供了一流的战略咨询服务,重点关注价值和准入相关问题, diagnostics, pharmaceutical, and health informatics companies. Contact us to learn how we can help unlock the value of your innovative products or services.