Rigorous Research Creates Defensible Strategy to Unlock Hidden Market for Global OEM, Delivers Double-Digit Growth


A global original equipment manufacturer (OEM) client invested hundreds of millions of dollars to acquire a unique technology with immense market potential. After the acquisition, however, growth was much slower than originally anticipated.

While the technology marked a minimally invasive therapy breakthrough for a pervasive and deadly condition, it could only be used to treat certain subcategories of patients within the broader indication for the highly invasive therapy that has become the standard of care. The benefits of the minimally invasive therapy were very compelling, but a significant challenge existed in identifying the appropriate patients.

The client leadership team came to understand that many clinicians were reluctant to adopt the new minimally invasive therapy, fearing most patients might later experience disease progression and require the more invasive standard of care treatment. Given this concern, physicians continued relying on the traditional options they already had confidence in and experience using.

As the leadership team prepared to make business strategy decisions, critical questions came under debate, including:

  • How could the team effectively differentiate and position the minimally invasive therapy while protecting the well-earned trust the clinical community had in the standard of care?
  • Did an identifiable patient population exist that would benefit most from the new technology? How big was it?
  • Could the technology unlock new patients who currently were not being treated due to the invasiveness of the existing technology?
  • What was the best way to maximize the value of both franchises in the marketplace?


Using a data-driven proprietary methodology, the Guidehouse team conducted a strategic market assessment to provide the comprehensive, fact-based analysis needed to answer these difficult questions and help identify a clear path forward.

Guidehouse built a detailed disease model to accurately size the total number of patients indicated for both therapies. The model demonstrated that while the total patient population was growing, the fraction who qualified for this therapy was slowly shrinking due to systemic changes in the treatment and epidemiologic landscape.

In addition, this analysis revealed the annual U.S. market opportunity for all therapy-indicated patients was more than 85% penetrated and relatively stable. This meant the predominant source of growth in the United States would need to come from converting patients within the existing market.

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