A RPM device manufacturer was preparing for the release of a cardiac care product designed for emerging markets. Given a lack of English language information from desktop sources and limited access to other reliable sources, the client engaged Emerging Strategy to evaluate the potential for its product in the Brazilian market.
Emerging Strategy’s Solution:
Given the nature of the RPM device, we started with creating a baseline understanding of Brazil’s telecommunications network system and access, patients’ geographic dispersion, and the overall market readiness for RPM devices. We conducted a number of in-depth interviews with leading physicians within hospitals and universities, and then conducted additional research with market participants to validate and extend upon through those findings. We found that RPM products were being used primarily on an experimental basis rather than as critical information inputs for physicians, despite having proliferated to some extent in terms of volume. After discussion with the client, we decided to focus exclusively on cardiac care applications, including implanted devices.
We pinpointed technologies that were being used/tested in Brazil and gathered professional and customer feedback and opinion, thus helping the client create a fact based market strategy, targeted towards priority regions within Brazil (measured by disease incidence and other factors) and focusing on healthcare practitioners (HCPs) who were more likely to adopt our client’s product.