01
Client context
The company was preparing to launch a device priced at a premium to existing alternatives.
02
Business challenge
Pricing had to balance hospital budgets, insurance coverage, patient payments and competitor price points.
03
Research objective & questions
Recommend a price corridor, access approach and value story for each buyer type.
- How price-sensitive are hospitals, insurers and patients?
- How do insurance and government schemes affect uptake?
- What value story will resonate with each buyer?
- How do competitor prices compare?
04
Methodology & approach
- Payer interviews
- Insurers and third-party administrators.
- Procurement and surgeon interviews
- Private and public hospital decision-makers.
- Price sensitivity research
- Acceptable price ranges by segment.
- Competitive price benchmarking
- Tender and list price review.
05
Sample & geography
- ~10 payer interviews
- ~25 hospital interviews
- Geography — India
06
Key findings
- Premium pricing was acceptable in private tertiary hospitals with outcome evidence.
- Insurance package rates constrained uptake in mid-tier hospitals.
- Surgeons valued procedure time savings, which could support a value story.
- Public tenders required a separate product configuration.
07
Business implications
- Launch in private tertiary hospitals with outcome evidence.
- Engage insurers on package rate inclusion.
- Develop a tender-specific configuration.
08
Outcome
The company received a segment-level price corridor, access roadmap and value dossier inputs.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.