DI supported a global medical equipment manufacturer in SEA + India

• Client: a global medical equipment manufacturer
• Country: Southeast Asia + India
• Industry: Healthcare

Background:

The client, a global lab equipment manufacturer, was developing a mid-term market strategy for a new urine test product. After completing the R&D phase, they were looking to expand regionally, with Thailand as the first priority for market entry. The plan also included expansion into pan-ASEAN countries and India. The current healthcare dynamics in Thailand suggested positive opportunities for business growth, making it an ideal starting point for their strategy.

Support Overview:

DI Consultants were tasked with conducting a “3-dimensional analysis” to develop a product launch and market entry strategy. This analysis addressed three critical questions:

1) Differentiation: How can the product stand out from competitors in the market?

2) Target Audience: Who are the key beneficiaries of early detection testing, and how can this group be effectively identified?

3) Market Penetration: What strategies can be used to penetrate target segments, including points of care, distributors, influencers, and potential business models?

A key focus of the strategy was determining “who to partner with and how to collaborate” to ensure successful market entry.

Based on this analysis, we delivered the following insights to the client:

Healthcare Landscape Analysis: A detailed understanding of the healthcare ecosystem and target sectors within the identified market regions.

Competitive Advantage Assessment: An evaluation of the product’s unique strengths, supported by customer feedback and specific use cases where these strengths are most impactful.

Market Entry Recommendations: Guidance on prioritizing countries for market entry, using Thailand as a benchmark, and formulating partnership strategies to drive business growth.