Market Development Strategy for Advanced Neurological Therapies
Global Medical Device Leader (Medtronic)
Grenoble École de Management, Paris, France
Sep 2025 - Present
Comprehensive technical and commercial analysis defending market share against emerging competitors in Deep Brain Stimulation therapy
Overview
I conducted a comprehensive technical and commercial analysis for a Global Medical Device Leader specializing in Deep Brain Stimulation (DBS). As a Strategic Analyst/Consultant, I defended market share against a new wave of indirect competitors entering the space with 'non-invasive' subcutaneous delivery systems. The flagship surgical implant therapy faced disruption from emerging pharmaceutical-device combination products (wearable pumps), requiring quantification of this threat and identification of strategic pivots to retain patient adoption.
Problem
The client's flagship therapy (surgical implant) faced disruption from emerging pharmaceutical-device combination products (wearable pumps). The key challenge was quantifying this competitive threat and identifying strategic pivots to retain patient adoption in a rapidly evolving neuromodulation market.
Solution
Developed a multi-faceted strategic approach: (1) Technical Benchmarking - Performed side-by-side feature analysis of Implantable Neuromodulation vs. Subcutaneous Infusion Pumps, evaluating hardware form factors, sensing technology (bio-feedback loops using Local Field Potentials), and clinical efficacy. (2) Market Sizing - Built a bottom-up market model (TAM/SAM/SOM) using epidemiological data and clinical criteria to estimate revenue opportunity. (3) Competitive Landscape Mapping - Mapped indirect competitive landscape into three tiers (Integrated Players, Therapeutic Owners, Device Platforms) to identify primary threats.
Impact & Results
- •Strategic Targeting Model: Developed segmentation framework identifying optimal patient intervention windows
- •Differentiation Matrix: Constructed comprehensive comparative analysis tool for competitive positioning
- •Total Cost of Ownership (TCO) Analysis: Built multi-year financial model comparing capital-intensive vs. operating-expense-heavy solutions
- •Market Sizing: Quantified TAM/SAM/SOM using epidemiological data and clinical criteria
- •Competitive Intelligence: Deep-dive due diligence on competitor pipelines, regulatory status (FDA/CE), and commercial strategies