Understanding New Healthcare Buyers

A medical device manufacturer had just launched a product that dramatically cut patient recovery time—as well as recovery-related expenses. Could the company accelerate sales by working with healthcare payers and IDNs, rather than physicians?

Business Talent Group assembled a tight two-person team of healthcare experts. One was a senior consultant and previous lead of McKinsey’s life science practice. She was joined by an experienced health economist with a strong network in the payer space. Together, our team interviewed payer representatives, refined value propositions, and provided a topline estimate of the opportunity’s magnitude.

After analyzing market attractiveness and reimbursement options, the consultants concluded that profit margins were too slim for the new buyer group.