DI supported a global medical equipment manufacturer in SEA + India

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

Background:
The client, a global lab equipment manufacturer, was preparing to commercialize a new urine test product that was in the final stages of R&D. They sought to confirm the product’s value proposition through a fact-based market assessment before launching. The goal was to ensure the product’s competitive positioning and appeal in the market.

Support Overview:
DI consultants were engaged to conduct a thorough market investigation and survey in Thailand. This involved in-depth interviews with three key stakeholder groups:

• Doctors: About 50+ interviews were conducted with specialists in endocrinology, neurology, and diabetology to gain insights into relevant treatment plans and identify use cases where the product’s high level of accuracy in test results could be most beneficial, particularly in early detection of kidney damage.
• Users (Points-of-Care): About 20+ interviews were held with hospitals, clinics, and lab centers to understand their decision-making factors, including the cost of investment, reagent purchases, and technical specifications. These discussions helped to assess how the client’s product, focused on accuracy in a single parameter, compared to multi-parameter alternatives available in the market.
• Distributors: About 10+ interviews with value chain players provided insights into current distribution models. This analysis considered the suitability of the client’s product for distributors, with particular attention to its competitiveness against other multi-parameter devices that offer more contingency sales of reagents—especially appealing to small hospitals, which often prefer multi-parameter devices for their versatility.

The findings helped shape the client’s commercialization strategy by validating the product’s market fit and competitive advantages.

Image: excerpt from DI’s work in confirming key buying factors of Points-of-Care

Image: excerpt from DI’s work in confirming the key proposition of the client’s product, i.e., accuracy