Opportunity assessment for a ‘pay per click’ model for a new medical device ​

• The client was assessing the opportunity for developing/launching a new technology for the treatment of glaucoma patients​
• To optimise the commercial opportunity, the client required a detailed exploration of the feasibility of implementing split revenue streams for the hardware and software components, with a ‘pay per click’ model to directly align funding with volume of usage​
• The client required insight on the feasibility of implementation per market (and variation between public/private settings)​

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• Define the unmet needs for treatment of the target population and the predicted role in therapy/patient selection criteria for the new medical technology​
• Define potential volume of uptake (and how this could vary according to the business model)​
• Assess the practical implications of different funding/purchasing models for the hardware and software components on the medical technology and requirements for feasible implementation in public/private settings ​

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• Primary research was completed with senior physicians in public/private clinical practice (who would be responsible for developing the business case for investment in the new medical technology)​
• Detailed insights were obtained on the perceived clinical value/role in therapy for the new technology, and predicted practical requirements for implementation of a ‘pay per click’ funding model​
• This also addressed potential access/uptake scenarios depending on the potential for patient out of pocket funding ‘per use’ of the technology  ​

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• The client received a detailed assessment of the predicted role in therapy/patient selection criteria for the new medical technology and the feasibility/practical requirements for implementing a new business model across priority European markets​
• This directly informed the commercial due diligence process regarding the overall value of the technology, and the potential activities required to maximise the business opportunity for hardware and software components ​

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