Objective
A MedTech MNC engaged ResearchCubes to help assess value-based pricing opportunity for a first-in-class cardiovascular imaging catheter.
Approach
ResearchCubes utilized the classical “value-based pricing” research approach to quantify the incremental value of the client’s offering over the next best alternative. Our in-house consultants worked with the client-side upstream marketing team to put together a screening questionnaire used by our survey partners. The goal was to quantify, incremental perceived value (if any) because of specific product attributes (i.e. value drivers). We went a step ahead to help put together specific value messaging to be used in marketing collaterals and value dossiers.
Solution
The client was preparing to launch a next-generation imaging catheter – believed to offer superior clinical outcomes against the current alternatives.