Disagreement within headquarters about the sales forecast for the possible acquisition of a new adhesion prevention product pushed our client to engage HBS to conduct an competitor analysis of the European market.
Interviews with competitors, distributors, procurement managers and attendance at two product related congresses (OB/GYN) formed the based for the research.
While the product in question was considered a good product, competitors either had cheaper and equally effective products or had already marketed a laparoscopic version of the product. Our client’ target product could only be used for open procedures. The product had no clinical data that could support its high price. Lack of reimbursement and premium pricing challenged sales forecast predictions. Following research results sales forecast were adjusted to a more realistic target.