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 →
Opportunity assessment and innovation portfolio
How we help
Opportunity assessment and innovation portfolio
We give R&D and commercial teams a simple, repeatable way to assess ideas before R&D starts: a one-page overview, an NPV model and consistent scoring, shown in one portfolio view.
How it works
01
Describe
Market, value proposition and concept.
02
Model
NPV over 7–10 years.
03
Score
Significance, ability to execute, feasibility.
04
Compare
Portfolio view across units and regions.
Problems it solves
Click a problem to see its signs, causes and the evidence from client work.
Pricing & Value
New products launch underpriced
“We gave away the innovation premium.”
Read more →Innovation, Portfolio & Customer Insight
R&D starts before the market case
“We fund R&D on technical promise. The market case comes later, if at all.”
Read more →Innovation, Portfolio & Customer Insight
Stage-gates without customers
“Our gates check documents, not evidence.”
Read more →Innovation, Portfolio & Customer Insight
Ageing portfolio
“Mature products take all our time. Lifecycle decisions keep getting postponed.”
Read more →What we hear
“We need simple, commercial-friendly tools to evaluate ideas before R&D begins.”
Tools we use
Opportunity assessment and NPVOpportunity assessment and NPV evaluate innovation ideas before R&D starts: a short qualitative overview, a financial model, and a score on significance, ability to execute and technical and commercial feasibility.TAM / SAM / SOMTAM, SAM and SOM separate the total addressable market from the serviceable market you can reach with your offer and channels, and the obtainable share you can realistically win.Right to WinRight to Win tests whether you can win a new opportunity before committing resources, by comparing what it takes to succeed with the capabilities, assets and relationships you actually have.Product lifecycle and portfolioProduct lifecycle and portfolio tools review every product on growth, share, margin and lifecycle stage, so you can decide which to invest in, extend, reposition or retire.
Programs and services
Client results
All case studies →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 →Further reading
Articles by Market Edge consultants on mkt-edge.com.
Questions clients ask
Is the NPV model complicated?
No. It is Excel-based and can be as simple or detailed as needed.
Does it replace our stage-gate?
No. It strengthens the early gates with a market and financial case.
Is this the right place to start?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.