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09Jun 2025 by cesare ferrari No Comments

Understanding Market Share and Its Importance

Market share is a critical metric that pharmaceutical and medical device companies use to gauge commercial success and enhance business profitability. Despite its significance, many companies, particularly small and medium-sized medical device firms, do not attempt to calculate it. Additionally, I find it surprising that many marketing professionals overlook the opportunity to leverage this metric and its components for market analysis and strategic planning. What Is Market Share and How Is It Calculated? Market share represents the percentage of total sales within a product category that belongs to your brand. Put simply, it compares your product’s total sales to the overall sales of the category. The formula to calculate this critical metric is straightforward: Market Share = (Brand Sales / Total Market Sales) × 100 How Market Share Is Used …

22May 2025 by cesare ferrari No Comments

Understanding the Forces That Shape Medical Products Life Cycle

Downstream marketing

In my opinion, the product life cycle is a valuable model that helps marketers navigate the intricate device and pharma market. I’ve previously outlined the stages a product undergoes in its journey from launch to discontinuation. Like any tool, the product life cycle has its limitations and benefits, which I’ve discussed in this earlier post. Although marketers can make strategic decisions to guide how their product progresses through its life cycle, numerous external factors remain uncontrollable and can still significantly shape its overall trajectory. These elements can shape the life cycle of a medical product, making some products popular for just a few years, while others maintain relevance for much longer. In this blog post, we’ll explore the key elements influencing a product’s lifecycle. Factors Affecting the Product Life Cycle…

10May 2025 by cesare ferrari

Product Life Cycle Management in Pharmaceuticals: The Case of Alendronate (Fosamax)

Downstream marketing

After publishing this post on product life cycle management, a couple of friends asked for examples of effective PLCM. Effective Product Life Cycle Management in pharmaceuticals is particularly crucial for maintaining market relevance and maximizing profitability. One example of successful PLCM that I witnessed first-hand is alendronate, marketed as Fosamax by MSD—a bisphosphonate used to treat osteoporosis. Introduction: The Early Years of Fosamax Upon its approval in the mid-1990s, Fosamax became a leading treatment for osteoporosis, offering a new approach to bone health. Its market success was driven by solid clinical trials, specialists’ adoption, and effective marketing campaigns emphasizing its ability to reduce fragility fractures in patients. Mid-Life Adjustments: Sustaining Market Leadership As Fosamax approached patent expiration, MSD implemented strategic moves to extend its product life cycle. Key approaches included:…

22Apr 2025 by cesare ferrari

Beyond the Product Life Cycle: Limitations & Insights

Downstream marketing

After publishing a post about the product life cycle, I recently discussed the topic with an ex-colleague. His perspective was clear: he views the product life cycle as too theoretical, describing it as more of an academic framework than a practical tool for day-to-day business. This prompted me to revisit the concept, carefully examining its limitations and reflecting on its practical relevance. Limitations of the Product Life Cycle Theory The product life cycle (PLC) is far from a flawless model. While it offers a general framework to explain the patterns of product sales development, only a subset of products adhere to its structured stages. Additionally, the duration of each stage varies significantly. Here are the most evident limitations specific to medical products: 1. Sales Data Dependency The PLC relies solely…

05Apr 2025 by cesare ferrari

Building a Winning Brand Strategy for Medical Device Start-ups

Downstream marketing

Almost two years ago, I shared my thoughts on the importance of a brand strategy in the medical business. That article was very well-received and, even today, continues to spark conversations with professionals working in the pharma and medical device sectors. Today, I want to revisit the topic of medical branding by sharing some essential rules for building a brand strategy. The goal is to outline the baseline requirements for brand-building in the MedTech industry. The list below is applicable to all medical device companies. However, it specifically targets startups looking to establish a strong brand and define a clear and defensible strategy. This list is based on my observations of what works in other markets and how these principles can be applied to the unique challenges of the medical…

23Mar 2025 by cesare ferrari

Mastering the Product Life Cycle: Strategies for Medical Products

Downstream marketing

All medical products, devices, or pharmaceuticals go through their life cycle. The complete product life cycle is the period of time that begins with the development of a product or service to the withdrawal of that product from the market. There are several stages in the product life cycle and by understanding them, we can increase the profitability, demand, and interest for the product. This post covers the various stages involved in a product life cycle. It explains how we can increase profits and generate demand. There's also information on life cycle analysis and understanding the environmental impact of your product throughout the different stages of its lifecycle. Let’s get started. The product life cycle The theory of the product life cycle theory was developed by Raymond Vernon in 1966…

12Mar 2025 by cesare ferrari

Maximizing Profits with Value-Based Pricing in the Medical Devices Sector

Downstream marketing, Upstream marketing

This is the third article on strategic pricing. In the first, I discussed cost pricing and competitive pricing for medical devices. In the second, I examined skimming and penetration pricing. Today, I will cover value-based pricing. Value-based pricing strategy In value-based pricing, you price your product according to the value generated and perceived by the customer. I have already examined the concept of value for medical technologies; please refer to this post. Basically, the perceived value to the customer primarily depends on three dimensions: clinical, economic, and psychological. The use of value pricing brings some complexity related to the various stakeholders involved in the buying process of medical devices, such as the user, the payor, and the provider, who can have divergent value perspectives. To apply value pricing, first, you must…

23Feb 2025 by cesare ferrari

Maximizing Profit: The Art of Skimming and Penetration Pricing

Downstream marketing, Upstream marketing

This is the second article on strategic pricing, you can find the first article here. There I discussed cost pricing and competitive pricing for the medical device sector. Today, I will cover two other pricing strategies, skimming and penetration analyzing their pros and cons. It's an insightful read, so follow along. Skimming pricing strategy The decision between skimming or penetration pricing is based on several factors such as the level of competition, company characteristics, market dynamics, degree of innovation, etc. Medical device companies use skimming pricing when the objective is to serve a segment of the market that is relatively price-insensitive and thus willing to pay a premium price for the product or service received. For example, skimming is used if the supply of the product is limited in order…

07Feb 2025 by cesare ferrari

Cost vs. Competitive Pricing: What’s Best for Medical Device Companies

Downstream marketing, Upstream marketing

This is the first article about common pricing strategies for medical devices. I previously discussed the importance and impact of an effective pricing strategy here. I also highlighted the factors to consider in setting a pricing strategy here. In this and the next posts, I will cover some of the most common pricing strategies used in the medical device sector with their advantages and disadvantages. Most common pricing strategies In my experience, medical device companies frequently orient their pricing on a cost basis. However, companies that employ pricing as part of strategic marketing are aware of the different pricing strategies and tactics and use a combination of them. Together, let’s explore some of the most common pricing strategies. Cost pricing strategy Companies following the pricing strategy based on the cost,…

23Jan 2025 by cesare ferrari

Key factors to consider for successful medical device pricing

Sales, Upstream marketing

Setting a pricing strategy for a medical device is not an easy job. Many factors impacting the pricing of medical devices are in continuous evolution; therefore, companies that expect to effectively manage profitably in changing markets need a clear pricing strategy governing how they will set prices to earn revenues. If you’re in doubt as to the essential factors to consider when setting a price strategy, this guide is for you. Keep reading to learn what to do and what to avoid. The pricing strategy The pricing strategy is a critical part of the overall marketing strategy. For the pricing strategy to be effective, it must align with the marketing strategy and the business strategy. If the business strategy is where to play and how to win, in my opinion,…