GOOD STORIES
Discover how we supported a client with a strategic competitive threat response when a competitor's product launch posed a significant threat to their market position. This project showcases how our strategic R&D response helped address uncertainties, boost innovation, secure IP, and develop a strategy to keep them competitive.
THE CHALLENGE
A client’s competitor announced the launch of a new product, which posed a threat to the client’s market share.
As the intellectual property landscape was already highly competitive and complex, the launch called for an urgent response. Without a clear understanding of the emerging risks, the client faced the possibility of losing strategic positioning in a key segment of the market.
OUR APPROACH
Leveraging deep scientific expertise, the ability to critically review IP, drive innovation, and map commercial viability, our Research & Development team tailored and executed a systematic approach to respond swiftly to the threat of the competitor’s product launch.
Our approach consisted of the following four main phases:
To address the emerging market challenge, we began by mapping the intellectual property landscape to understand the underlying technology and identify potential gaps. We then conducted a comprehensive review of health economics to assess the commercial viability of the new offering. Finally, we analyzed clinical evidence to clearly outline the benefits and drawbacks, ensuring a well-rounded evaluation of the competitor’s product.
We then estimated the competitor’s development costs by examining IP history, inventorship, and public announcements. Additionally, we analyzed product reimbursement across various countries to gauge potential product gross margins through COGS estimates. This allowed us to make a preliminary business case for developing a similar product.
We developed lab tests to evaluate and develop viable technologies and assess the performance in a pre-clinical context. Based on these findings, we created novel proof of concept (PoC), which resulted in several patent applications.
We mapped trends to project future value and innovation, conducted a risk assessment covering both IP and commercial risks, and formulated strategic recommendations aligned with the client’s strategy and capabilities.
THE RESULTS
Our Research & Development team executed the response to this external threat in close collaboration with the client. Within eight months, we delivered the following key results:
KEEN TO LEARN MORE?
Get in touch with Daniel Hansen from our Research & Development team to learn how we help MedTech companies navigate competitive product launches, secure IP, and stay ahead through targeted R&D strategies.
HAVE A QUESTION
A competitive threat response strategy in MedTech involves analyzing competitor products, assessing intellectual property risks, evaluating market impact, and developing innovative solutions to maintain market position. This structured approach helps companies react swiftly to emerging competition while protecting their commercial and technological interests.
Intellectual property (IP) analysis ensures that a company understands existing patents, technology gaps, and potential legal risks when responding to new competitor products. A thorough IP review helps safeguard freedom to operate, supports patent filing strategies, and protects future innovations.
MedTech companies can stay competitive by leveraging R&D consulting services that offer expertise in technology assessment, clinical evidence analysis, innovation development, and strategic IP planning. This helps identify market opportunities, minimize risks, and accelerate product development cycles.
Key steps include due diligence on the competitor’s IP and technology, commercial viability assessment, clinical evidence review, and financial analysis. These insights help companies understand potential threats and craft a data-driven response strategy.
Filing new patents creates legal protection for innovative technologies, secures market exclusivity, and enhances a company’s valuation. It helps prevent competitors from replicating key innovations while opening up opportunities for licensing or strategic partnerships.
Risk assessment helps MedTech companies identify both commercial and IP-related risks when developing new products or responding to market changes. By understanding potential regulatory hurdles, market trends, and IP conflicts, companies can make informed decisions that align with long-term business goals.