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Understanding New Healthcare Buyers

A medical device manufacturer had just launched a product that dramatically cut patient recovery time—as well as recovery-related expenses. Could the company accelerate sales by working with healthcare payers and IDNs, rather than physicians?

BTG assembled a tight two-person team of healthcare experts. One was a senior consultant and previous lead of McKinsey’s life sciences practice. She was joined by an experienced health economist with a strong network in the payer space. Together, the BTG team interviewed payer representatives, refined value propositions, and provided a topline estimate of the opportunity’s magnitude.

After analyzing market attractiveness and reimbursement options, the consultants concluded that profit margins were too slim for the new buyer group.

Industries: Healthcare
Project Types: Growth , Team
Functions: Business Unit/P&L leadership , Sales

 

 

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