Medical Devices
[Result]
Finding innovation opportunities with needs-based segments
A medical device leader targeted a complex disease area with only one effective treatment, and needed to know where innovation would matter most.
Read the case →
Life Sciences & Medical Devices
Industries
Strategy, Pricing and Research for Life Sciences and Medical Device Companies
Market Edge combines clinical knowledge with an extensive physician and patient network, and works with life sciences and medtech companies on value-based pricing, launch strategy, innovation pipelines and marketing capability.
2026
What we're seeing in Life Sciences & Medical Devices
From our conversations with marketing and commercial leaders over the past 18 months.
- New devices priced at cost plus, with no view of value to patients, physicians, providers or payers.
- Pricing expertise lost as experienced people move on, just as more products head to launch.
- Strong innovation processes held back by weak upstream insight, especially where there are no vertical marketers.
- Private-equity-backed startups that need to win a handful of leading hospitals.
- Launch teams asking for one-to-one coaching so every rep can tell the value story.
What we hear from clients
Paraphrased and anonymized from recent conversations with marketing and commercial leaders.
“We need the full framework: true value in the customer's eyes, the market price, and how to sell it through the value chain.”
“Our innovation process is rigorous. What's missing is discovery: our commercial team brings back requests, not customer problems.”
“There may be only a few leading hospitals that will buy first, and each one has to be managed from the surgeon to purchasing.”
Situations we see most in Life Sciences & Medical Devices
"We're about to launch, and the price is cost plus margin."
Pricing a new product launch
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →"We don't have a structured way to evaluate ideas before R&D starts."
Deciding which innovation projects to fund
R&D is busy, but nobody can say which projects deserve funding or how they compare.
How we help →"We're reorganizing our route to market to grow margin, not volume."
Reshaping the sales force
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →"I've just taken over marketing, and we don't have standard tools."
Building or rebuilding a marketing function
A new marketing leader in a lean organization needs a team, a process and early results, fast.
How we help →How we help
Innovation, Portfolio & Customer Insight
Assess opportunities before R&D starts, manage the portfolio and product lifecycle, and ground it all in real customer insight.
Explore →Pricing & Value
Quantify the value you create and price to capture it, even in uncertain markets.
Explore →Strategic Marketing & Growth
Market maps, needs-based segmentation and value propositions that turn growth targets into a plan.
Explore →Life Sciences & Medical Devices case studies
All case studies →Medical Devices · 10-year plan
[Result]
A 10-year innovation roadmap for a medical device leader
A category-leading device company wanted significant growth in current and new markets over a 10-year horizon.
Read the case →Medical Devices · Implant
[Result]
Proving the clinical and economic value of a new implant
A minimally invasive implant offered a new option for high-risk patients. The business needed to show its value before launch.
Read the case →Healthcare · Startup
[Result]
Go-to-market strategy for a fall-protection startup
ActiveProtective, inventors of the Tango Belt, needed to understand the value of their device for geriatric and high-risk patients.
Read the case →Life Sciences · Delivery devices
Recent work · 2025–2026
Value pricing for a medical device launch
A business unit was about to price a new drug-delivery device at cost plus, with no view of its value to the value chain. The opportunity was significant.
Read the case →“Market Edge helped us capture those insights and helped us develop the device's value proposition and product launch roadmap.”
Medical device company
Questions clients ask
Do you have medical device industry experience?
Yes. Market Edge has worked with category-leading device companies on innovation roadmaps, needs-based segmentation, launch strategy and value pricing, and has an extensive physician and patient research network.
How do you quantify the value of a new device?
We compare clinical and economic outcomes with the current standard of care for each stakeholder (patients, physicians, providers and payers) and use that to set the value proposition and price.
Can you coach our sales team for a launch?
Yes. Launch programs can include short one-to-one coaching sessions so each rep practices the value story before meeting customers.
Do you work with startups?
Yes, on focused needs such as key account management for the first hospitals, or identifying unmet needs with AI-assisted research, sized to a startup's budget.
Working in life sciences & medical devices?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.