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CRA’s global expert team supports MedTech clients in developing both product-specific and portfolio/corporate strategies. We rely on our deep understanding of the market environment, extensive prior experience in the MedTech space, and a multidisciplinary approach. Our clients have asked CRA to support them with:

  • Product launch: Support successful launch based on relevant external stakeholder dynamics and understanding the best pathway to communicate value and secure funding and reimbursement
  • Portfolio enhancement: Optimize the portfolio and analyze internal and external synergies to maximize organization efforts/investments
  • Growth strategy: Ensure organic growth by developing strategies to penetrate into new markets or secure a market position and/or inorganic growth by assessing appropriate assets for acquisition through accurate funding and commercial potential analyses
  • Market assessment: Understand market opportunities and needs and develop engagement strategies leveraging, but not limited to, digital options
  • Organizational excellence: Optimize internal tactics and processes and ensure successful strategic implementation by involving all relevant stakeholders

Expertise across the product lifecycle.

CRA has deep expertise in creating commercial and PMA strategies along the MedTech product lifecycle. We can help you understand, demonstrate, and maximize value.

  • Early development
    • Business development strategy
    • Market, competitor and payer landscaping
    • Needs assessment
    • Commercial attractiveness vs investment and acquisition requirements
    • Forecasting
  • Late development
    • Stakeholder value drivers and P&MA positioning strategies
    • Landscape reviews (analysis of coding, coverage and payment environment, review of reimbursement mechanisms, HTAs, guidelines, and policy documents)
    • Tactical product planning (cost-effectiveness and business case for payers, planning and activity templates)
  • Launch
    • Product strategy and launch maximizer (launch excellence)
    • P&MA strategy development
    • Competitive landscape assessments
    • Identification of hurdles for adoption
    • Stakeholder engagement strategies
  • Life cycle
    • Price/access/uptake benchmarking and assessments
    • Brand strategy audit
    • Growth strategies – market opportunities, product evolution, service offerings
    • Competitor defense strategies
    • Marketing optimization (salesforce excellence)


  • 01
    Commercial opportunity and PMA potential for radiotherapy device supporting novel procedure in cardiology
    Our client was preparing to launch an upgrade to their radiotherapy devices and wanted to understand the commercial potential, preferred business models and...
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  • 02
    Optimizing adoption of diagnostic support app evaluating digital health data in primary care
    Pharma client was developing a smartphone application supporting primary care physicians in identifying patients to refer earlier by evaluating digital...
    View engagement
  • 03
    Understanding the regulatory, P&R and access landscape for medical devices
    Our client approached us to map pathways for medical devices used as part of inpatient and ambulatory procedures. Outputs were used to support an internal...
    View engagement

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