Market Analysis

Disease State Fact Book 

A modeling tool to assess projections for a certain disease state. It includes: Disease prevalence, incidence percentage, incidence, recurring rate, prevalence population, number diagnosed, diagnosis rate.

Disease State Modeling

Once the ‘fact book’ has been constructed, a technology can be accurately assessed through modeling and assumptions easily changed over time to reflect new information.

Industry’s Product Life Cycle

This analysis helps to envision how a market evolves over time. It’s essential to understand what phase an industry segment is in to assess if the market is ripe for the creation of a new category.

Technology Assessment

Healthcare Flow Chart 

An overview of the entire healthcare system that provides the opportunity to assess how a technology fits into the overall system.

Value Chain Analysis

Using the healthcare flow chart, opportunities can be identified for a technology to collapse or reorganize the value chain in an effort to decrease costs or increase benefits.

Entry Schedule Fact Book 

Provides an assessment of competitive technology entry timelines and how each new technology may affect the overall market. This analysis is essential in determining the value of a technology, given future market projections.

Value Assessment

Acquisition Analysis

This analysis tool assesses the total cost of acquiring and fully implementing a technology into an organization.

Competitive Landscape: Micro/Macro Maps  

These segment overviews (maps) detail the competitors in a target segment. By understanding each competitor’s offering in a target market (micro) and their total offering in a broader context (macro), gaps can be determined, opportunities revealed and value of a technology assessed.

Market Share Fact Book 

This market share analysis will articulate the estimated value of a technology to an organization over time. By utilizing information constructed in the Disease State Fact Book (see Market Analysis), and incorporating market penetration rates over time, gross profit, and estimated ASP’s annual sales projections can be constructed.

Impervious Positioning

IP Pyramid 

The Intellectual Property Pyramid (IPP) is an analysis technique of both the market and the patent landscapes to determine if a company’s IP allows them to ‘stake a position that is impervious to competitive advancement.’ This is the true value of a patent. Part of the IPP process is conducting an exercise to find a way around the patented solution being evaluated. This not only provides the ability to assess the value of the patent, but provides ammunition to strengthen the patent over time.

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