Medical Device Pricing Strategy

Selling your product and services at the right price to maximize profits has become increasingly important and more difficult for medical industry vendors who are battling greater competition and increased pricing sensitivity among hospitals and healthcare facilities. Simply asking potential customers “what are you willing to pay?” will quickly lead your marketing & pricing teams astray. We provide a set of proven and accurate methods to determine willingness to pay, ensuring your medical device pricing strategy aligns with profit and revenue-maximizing goals.

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Sell Products and Services with Confidence in Your Pricing

Identify acceptable price range

Navigate the complexities of pricing in the medical industry by pinpointing the acceptable price range for your products and services. We offer proven methods to determine a pricing strategy that aligns with market expectations, ensuring you maximize profits while staying competitive.

Define customer's price sensitivity

In a landscape marked by heightened competition and pricing sensitivity, understanding your customer's price tolerance is crucial. Our validated methods provide insights into price sensitivity, enabling you to tailor your pricing strategy to meet customer expectations and enhance overall market competitiveness.

Assist in pricing model selection for profit and revenue maximization

Optimize your pricing approach with our assistance in selecting the right pricing methodology and model. We provide a set of proven and accurate methods to determine willingness to pay, ensuring your medical device pricing strategy aligns with profit and revenue-maximizing goals. Say goodbye to guesswork and hello to a data-driven approach that sets you apart in the medical industry.

Comprehensive Pricing Strategy Solutions Across Healthcare Sectors


Our expertise extends across various healthcare sectors, where we provide tailored pricing strategies to meet the unique demands of each industry. Here’s how our solutions specifically address the needs of each sector:

Medical Imaging

Pricing strategies in the Medical Imaging industry require a nuanced approach due to the specialized nature of the equipment. We provide solutions that factor in technological innovation, market demand, and competitive positioning. Our cost-plus and value-based pricing models are designed to optimize revenue while maintaining competitiveness.

In-Vitro Diagnostics

For IVD companies, we provide comprehensive pricing strategies that take into account the market dynamics of diagnostic products. Our offerings include market research, price sensitivity analysis, and competitive benchmarking, tailored to ensure competitive pricing across various customer segments, from large healthcare providers to smaller clinics.

Pharmaceuticals & Life Sciences

In this regulated industry, we develop precise pricing strategies that address market access and reimbursement challenges. We leverage advanced tools like conjoint analysis to identify optimal pricing, ensuring compliance and maximizing revenue potential. Our strategies reflect the true value of your products while adhering to industry standards.

Medical Informatics & AI

We develop dynamic pricing models for advanced technologies like CPOE, EMR, PACS, and Point-of-Care mobile solutions. Our focus is on understanding market trends and adoption rates, enabling us to set competitive prices that maximize both adoption and profitability.

Medical Devices & Diagnostics

We develop pricing strategies through market segmentation and competitive analysis, focusing on feature differentiation, regulatory pathways, and customer willingness to pay. This approach ensures your pricing aligns with market expectations and maximizes profitability.

Our Consultative Approach

Our consulting services are designed to empower your business with the knowledge, strategies, and best practices needed to make informed decisions, improve your marketing research processes, and achieve your business objectives. We work closely with you to uncover opportunities, address challenges, and develop a tailored roadmap of marketing research for success.

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Assistance in Pricing Model Selection for Profit and Revenue Maximization

 Optimize your pricing approach with our assistance in selecting the right pricing methodology and model. We provide a set of proven and accurate methods to determine willingness to pay, ensuring your medical device pricing strategy aligns with profit and revenue-maximizing goals. Say goodbye to guesswork and hello to a data-driven approach that sets you apart in the medical industry.

Submit an RFP

Initiate the next steps by submitting an RFP. Our team is prepared to align our expertise with your product's requirements, fostering solutions that exemplify success and drive innovation at every turn.

Pricing Optimization Research Methodologies

  • Van Westendorp Price Sensitivity Meter: a crude technique to explore an initial price range
  • Cascading Price Analysis: to test specific price points
  • Conjoint Analysis (CBC) or Adaptive Conjoint (ACBC) that set the foundation for a preference and even a demand model, recognized to be the most reliable framework for pricing research, Revenue, Profit, and Market Share Modeling
Explore Our Quantitative Methods

Innovative Tools and Technologies

Our proprietary tools, such as simPRO™, PROfiler™, and vwPRO™, offer unparalleled insights into customer segmentation, preference simulation, and pricing analysis. These tools are specifically designed for the Med-Tech industry, allowing for precise and actionable data analysis that informs every aspect of your pricing strategy. With vwPRO™, you can gain directionally informative pricing data that supports your decision-making process, ensuring your products are optimally priced for market success.

Related Tools

PROfiler™

PROfiler™ is an assessment tool created to help your sales organizations identify the customer segment where a prospect will likely belong.

About PROfiler™ →

simPRO™

simPRO™ is the only custom-designed Preference Share Simulator specifically for the Med-Tech industry.

About simPRO™ →

What Our Partners Say

Companies like you are the reason that we do what we do.  We're here to serve you. Read this selection of client testimonials to see how we've been a part of VOC in the medical industry.

I appreciated the TMTG’s team ability to understand the stakes of these Voice of Customers studies. TMTG has our business’ knowledge, especially in medical imaging, cardiology, neurology or surgery for example. This market and technical expertise in health is a real asset to collaborate effectively with our internal teams and build a climate of trust. Project implementation is professional mainly in relation to the quality of the respondent’s recruitment and the conduct of interviews and discussion groups. 


Sophie Perceval, GE Healthcare EU

Customer Market Insights Business Partner Europe 

The MarketTech Group is unique in their ability to simplify complex business questions and simplify them clearly and efficiently. The result is a quality project that makes the best us of both our time and our budget. We have trusted them with some of the most critical questions facing us relative to the value and opportunity of key products, and they always come through.


Linda Harrell, Becton Dickinson

Director, Global Insights and Market Research 


At Siemens Healthineers, we highly value TMTG’s partnership as they provide a broad range of qualitative and quantitative services in Voice of Customer marketing research. We have used their research services for many years, and more recently with high level multi-country large scale studies. What I value the most is their ability to access C-suite Healthcare Executives we do not know yet and the opportunity they give us to directly interact with high-level respondents.


Alexander Zimmermann, Siemens Healthineers WW 

Chief Marketing Officer 

Ansell Healthcare has engaged The MarkeTech Group (TMTG) on a number of occasions for qualitative studies and concept research in various international markets. In every occasion the study has been conducted promptly and in a very professional manner. The outcomes have always been very insightful, providing valuable intelligence and guiding valuable strategic decisions. 


Monica Sagardoy, Ansell

Senior Global Director, Surgical Brands and Acute Care 

TMTG has accompanied us on a complex segmentation project of clinical diagnostic laboratories over 6 countries (Top 5 European countries and Turkey). We selected TMTG to carry out this project for several reasons: the recommended methodology, TMTG knowledge of the clinical diagnostic laboratory market and ability to lead projects at international level. The depth of collected data across market segments of our market allowed us to initiate our marketing programs with confidence.


Laurent Teste, Bio-Rad Laboratories

EMEA Segment Manager Clinical Diagnostics EMEA 

TMTG answered our business objective by offering a multi-phase project across the Top 5 European countries. The project involved the challenge of recruiting over 300 respondents divided between CFOs, purchase managers and OR managers. The greatest strengths of the TMTG team were its ability to understand the highly complex healthcare market environment in the different countries and to turn a quantitative cluster analysis into robust strategic recommendations for each identified segments.


Marion Spitzer, Olympus Europa SE & CO. 

KG Commercial Excellence - Medical Systems Market Intelligence

They bring a systematic approach to conducting thorough analyses as well as access to a customer panel (imagePRO) that permits for expedient customer feedback. We particularly appreciated the thoughtfulness by which our projects were managed, allowing for the generation of valuable insights that Bracco was able to leverage, in a timely and efficient manner.


Anna Goco, Bracco

Associate Director Sales and Marketing Analytics

Brian Schneider, Bracco

Interim Director of FP&A

TMTG supported Ansell in assessing new surgical gloves concepts, providing surgeons Voice-Of-Customer research in a professional and reliable manner. TMTG's team was able to listen to our needs and expectations and provided sound suggestions to optimize project outcomes. I consider the conducted investigation excellent: TMTG provided us qualitative and clear reporting, conveying the right level of information to support informed decision making.


Eric Boeckmans, Ansell

Sr. Director, Acute Care Business Transformation

The MarkeTech Group’s expertise in the medical field allowed them to quickly understand our problems and the issues arising from them. In addition, the qualitative and quantitative studies were carried out in less than two months, enabling us to respond quickly to our objectives. The results are used repeatedly in our strategic decisions. This study’s insight points us today as expert on this topic and gives us a strong legitimacy in Europe to plan the next steps with confidence.


Caroline Rollin, Abbott

Senior Marketing Manager, Infectious Diseases

After the first market research project with the MarkeTech Group, I am absolutely convinced that The MarkeTech Group can become our long-term market research partner in the radiology segment. I was positively surprised by the existing market and product knowledge and felt very well advised and supported at all times. I was given many valuable hints to be able to ask the decisive questions. The project management was absolutely professional, the planned deadlines were met. I can fully recommend The MarkeTech Group.


Olga Schlegel, Ulrich medical

Sr. Project,Manager Marketing (Market Intelligence/CRM)

TMTG provided excellent analysis for us to quantify the global opportunity for the myocardial perfusion imaging marketplace. TMTG also provided an excellent pricing and market model on a product in Phase III development. Their model will be used in the future to assist us with pricing decisions that need to be made. The work from TMTG on key projects helped me to feel confident with my internal customers that the most in-depth analysis was conducted in order for the best recommendations to be brought forward.


Tom Janeczko, Lantheus

Sr. Director, Commercial Insights and Analysis

Beckman Coulter has collaborated with The MarkeTech Group (TMTG) on studies (both qualitative and quantitative) in several international markets. We have found TMTG to be a highly professional organization. TMTG’s consultants have understood Beckman’s needs and offered relevant outcomes, and our working relationships with them have been enjoyable and pleasant. I consider our relationship with TMTG to be an important asset for our company. Collaborating with TMTG is a success!


Cecile Lesturgeon Billard, Beckman Coulter

Marketing Manager Clinical Diagnostic, Emerging Markets

Recently we have solicited The MarkeTech Group (TMTG) for a concept testing survey. We’ve been rapidly convinced by their expertise in advising us on both concept testing & price positioning. Their flexibility, responsiveness and their extended availability along the way, from project design to implementation and results was very much appreciated. Their great job gives credit to our marketing actions.


Bettina Heraclide, MicroPort CRM

Global Product Manager Arrhythmia Assessment

As a global dental pharmaceutical industry specialist, we have commissioned The MarkeTech Group (TMTG) for market research before finalizing the development of a new product. Our collaboration has been excellent and we are fully satisfied with the results that given us robust data to develop our product. TMTG team is reactive and understanding, TMTG consultants knew how to adapt to our issue during the study.


Global Specialist in the Dental Pharmaceutical Industry Marketing Manager

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