Switzerland (Head Quarters)

IDR Medical Switzerland
Austrasse 95, CH-4051 Basel, Switzerland
T: +41 (0) 61 535 1109

UK

IDR Medical UK
Unit 104 Eagle Tower, Eagle Tower
Montpellier Drive, Cheltenham, GL50 1TA
T: +44 (0) 1242 696 790

USA

IDR Medical North America
225 Franklin Street, 26th Floor
Boston, Massachusetts 02110, USA
T: +1 (0) 617.275.4465

It examines how new products are positioned, targeted, and resourced, and how portfolios should evolve over time to reflect real-world adoption, purchasing behaviour, and market dynamics.

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At IDR Medical, our work is grounded first and foremost in rigorous qualitative and quantitative MedTech market research. We support manufacturers as products move from development into commercial reality, helping teams make evidence-based decisions about launch priorities, market focus, segmentation, and long-term portfolio direction.

This research-led approach ensures launch and portfolio strategy is built on how markets actually behave, not internal assumptions or legacy plans.

Why launch and portfolio strategy matter in MedTech

Many medical devices fail to meet their commercial potential not because the product is weak, but because launch execution and portfolio decisions are misaligned with real-world market conditions.

In MedTech, success depends on more than awareness or promotion. It depends on:

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Whether the product is positioned around real unmet needs

Whether the right segments and care settings are prioritised

Whether value propositions and pricing align with buyer logic

Whether resources are allocated to opportunities with real adoption potential

Without structured evidence, launch and portfolio decisions are often driven by internal momentum, historical success, or incomplete market insight, leading to slow uptake, inefficient resource allocation, or missed growth opportunities.

Want to know more?

Reach out to our expert team who are on hand to help with any questions.

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How we research launch and portfolio strategy in MedTech

Our approach combines deep primary research with structured analysis, designed specifically for high-stakes commercial decision-making.

Our work integrates primary insight from clinicians, buyers, and healthcare decision-makers, ensuring strategies reflect how products are actually evaluated and adopted in practice.

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Launch readiness and positioning research

Evaluation of how new products are perceived, understood, and differentiated by target stakeholders prior to launch.

Segmentation and targeting research

Identification of high-potential segments, care settings, and customer groups based on real adoption drivers and constraints.

Indication expansion strategy research

Assessment of adjacent indications, use cases, or markets to prioritise growth opportunities and sequence expansion.

Portfolio and lifecycle optimisation research

Evaluation of how products perform across the portfolio, where resources should be focused, and how offerings should evolve over time.

Adoption driver and barrier analysis

Identification of the clinical, economic, and operational factors that enable or limit uptake.

From insight to confident launch and portfolio decisions

Our medical device launch and portfolio strategy research translates insight into clear, decision-ready guidance. Our role is not only to describe market opportunity, but to help teams prioritise, sequence, and invest with confidence.

Typical outcomes include

  • Clear prioritisation of launch markets, segments, and customer groups
  • Evidence-based positioning and differentiation strategies
  • Improved alignment between product, commercial, and leadership teams
  • Stronger resource allocation across portfolios and geographies
  • Reduced risk of underperforming launches or misdirected investment
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Where launch and portfolio strategy fit in the MedTech lifecycle

Launch and portfolio strategy research plays a critical role across multiple stages of the product lifecycle. It typically follows market assessment, buying process, value proposition, and pricing research, bringing these insights together into an integrated commercial strategy.

  • Pre-launch planning and business case development
  • Go-to-market and commercial strategy
  • Indication expansion and geographic growth
  • Portfolio optimisation and investment prioritisation
  • Post-launch performance review and lifecycle planning
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A practical evidence base for growth and scale

Our work delivers a structured, reusable evidence base that leadership, product, and commercial teams can rely on over time. Outputs are designed to directly inform launch plans, portfolio reviews, and investment decisions, always grounded in real-world adoption and purchasing behaviour.

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Case Studies

Explore our case studies focusing on Medical Device Launch & Portfolio Strategy to discover how we have supported our clients to succeed in the past.

Market Opportunity & Launch Strategy for Gynaecology Surgical Devices

Market Opportunity & Launch Strategy for Gynaecology Surgical Devices

Read the full case study
Market Opportunity & Launch Strategy for In-Vivo Dosimetry

Market Opportunity & Launch Strategy for In-Vivo Dosimetry

Read the full case study
Browse all case study posts

Frequently Asked Questions

It is both. The foundation is rigorous market research, but the outputs are designed to directly support real commercial and investment decisions.

We conduct research with clinicians, procurement professionals, managers, payers, and healthcare decision-makers involved in evaluation, approval, and use of the device.

Standard launch planning often focuses on internal execution. Launch and portfolio strategy research focuses on external market reality and decision behaviour.

Before major launches, portfolio reviews, or investment decisions, and whenever performance is not meeting expectations.

Speak to our team

If you are preparing for launch, expanding into new markets, or reassessing your portfolio, our expertise in medical device market research, combined with focused strategic advice, can help you make more confident commercial decisions.

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