Market Roadmaps

Healthcare represents one of the most innovative industries in the world, and expectations from investors and senior company executives continue to grow. Time means pressure and investments in product development must be justified.

In response to such internal demands, companies typically try to enter large markets with the confidence that sales will grow significantly. Unfortunately, this approach is misleading, and most companies fail by assuming that larger markets lead to more success, when in actuality they lead to a loss in momentum and investments.

Initial stages of commercialization bring about two priorities for companies: maintaining prices and building support for further sales growth (which mainly comes from satisfied users of medical products). Still, companies slash prices and fail to build a strong enough support base before entering large markets.

How will these markets influence others?

Companies must understand both the risks and the benefits of each market and respond to the relevant decision-makers accordingly. Market Assessment is based on healthcare market structure and facts, with the goal of identifying whether or not market potential exists for a certain product and what commercial results can be expected in the short- and medium-term. ValueConnected addresses four key questions in this approach:

  • What are the best initial markets for this product?
  • Who will pay for this product?
  • What is necessary to convince decision-makers?
  • What results are expected in the short- and medium-term?

Our approach

Along with creating value dossiers, ValueConnected develops additional materials—such as brochures, clinical summaries, sales tools, and budget-impact models—to help in the communication process. We specialize in establishing strategies built to generate valuable messages that will drive positive market decisions for our clients.

Do your teams have the right materials to approach decision-makers?


Identify those markets with the strongest need for your product.


Bring senior-level commercial skills to collaborate with your teams.


Ensure your teams are prepared to effectively grab stakeholders’ attention.


Deploy point-of-sales tools to shift the discussion from price to value.