What was the goal?

Our customer, an emerging provider of custom-made patient equipment for US hospitals, was executing Market Entry strategy. However, it was unclear, who are decision makers within hospitals responsible for equipment procurement, as well as general ways of hospital-supplier relationship.

They partnered with B5 Research to validate, how procurement process of equipment is working in US hospitals, and to identify most relevant stakeholders that should be addressed during Market Entry negotiations.

Solution:

1. High-level market overview. We've analyzed various hospital segments in US, comparing them by 10+ parameters and depicting relationship models relevant to their size.
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2. C-level communication. We've acquired C-level executives from major suppliers (Zimmer Biomet, Smith & Nephew, Stryker, J&J De Puy Synthes) to learn from their knowledge on procurement paths in different hospitals across the country.
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3. Strategic Actions Enablers. We've simplified procurement and relationship models into Investor-Ready format, highlighting most valuable value drivers and appropriate distribution model.

Results:

The collaboration with B5 Research shed light on hospital procurement process, giving our customer knowledge crucial for their Market Entry process.

1. Validated expert insights on the market, delivered in the form of
   - 10 C-level interviews with executives from leading US suppliers of medical equipment (Stryker, Smith&Nephew, etc)
   - cross-validated by multiple experts quantitative data on equipment availability, pricing strategy
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2. Market Intelligence Data, delivered in the form of
   - representative map, showing the types of hospitals grouped by procurement processes, types of stakeholders and competitive landscape of biggest suppliers
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3. Investors-Ready Strategic Data, delivered in the form of
   - report with findings from the project,
   -scenario-enabled financial model for pricing strategy implementation

Summing up

By mapping stakeholder roles, validating insights from seasoned executives, and translating findings into investor-ready materials, we equipped the company with both strategic clarity and operational confidence. This knowledge now serves as a compass for commercial rollout, guiding targeted outreach, partnership development, and informed negotiations with hospital systems of all sizes across the U.S.