CASE STUDY:
Assessing the market potential and opportunity for a technology in development

Situation: A company currently not participating in the orthopedic arena was developing a technology that could be applicable for orthopedic applications. The company wanted to know the potential interest in this technology among orthopedic surgeons and manufacturers. In addition, the company wanted to know the competitive landscape for this technology and how they should position this product in the marketplace.

Methodology: Personal interviews with orthopedic surgeons, orthopedic manufacturers and industry leaders. Exhaustive internet search of all articles, presentations, industry and competitive literature. Attendance at major orthopedic conference to review papers, presentations and competitive exhibits.

Delivered Information: Surgeons’ likes, dislikes, perception of the new technology, and willingness to use. Determined the potential market size for the technology within orthopedics including major competitors, market shares, price sensitivity, and favored attributes. Recommended how to position the technology in the marketplace for maximum acceptance.