Medela is a long-term customer whom MEDICALBOARD has supported on numerous projects of a great variety. In this interview, Marcel Hohl — Vice President Global Marketing (Healthcare) shares his experience in working with MEDICALBOARD.
“MEDICALBOARD convinced us with their “real world” MedTech experience which is very profound compared to other consulting companies.”
Mr. Hohl, you have been working with MEDICALBOARD on a regular basis since 2014 to prepare and support strategic decisions. Why did you revert to external resources and why did you choose MEDICALBOARD?
In my opinion it makes sense to systematically consult external resources especially regarding certain strategic or marketing specific evaluations, for example to assess market sizes or to prepare acquisitions. In our day-to-day business we do not have the resources to tackle these very specific questions particularly because these projects are usually irregular and/or one-off.
The collaboration with MEDICALBOARD was initiated by one of my colleagues. He had worked with Karina Candrian in his former company and recommended MEDICALBOARD to us based on previous experience. That’s how we first got to know each other. MEDICALBOARD convinced us with their “real world” MedTech experience which is very profound compared to other consulting companies. Furthermore, Karina has a very extensive network which she can access easily. Through this network we have the opportunity to lead discussions with “real” customers. MEDICALBOARD has been outstanding in two very important areas: on the one hand, their professional approach which they displayed in every project and on the other hand, their pragmatism which is crucial for companies of our size. As a result, we were able to identify valuable key findings which we could use one-to-one in our decision-making processes.
Could you give a few specific examples describing the nature of your collaboration and the results achieved? Which challenges did you face and how did MEDICALBOARD handle these specifically?
MEDICALBOARD has supported us in a variety of projects. I would like to name three examples:
1. MEDICALBOARD supported us with the evaluation of new technologies. The key here was to activate the end users. Through focus interviews MEDICALBOARD was able to identify unsolved customer needs and the challenged associated with them. The results formed the basis for our decision on the strategic fit for Medela, for or against the technology or the profitability of an investment.
2. MEDICALBOARD also defined market sizes and market segments for our professional vacuum pump products. We have a deep understanding of this segment and the key markets. As PVS is a product category which is used in very different therapeutic areas, we wanted to find out about the actual market sizes and market segments. MEDICALBOARD answered the following question for us: Which PVS solution is used for whom, how, why and how often? They not only defined the total market size but also presented a market segmentation and evaluation. MEDICALBOARD then developed a positioning which was suitable for all geographic markets. This was a large-scale project with many challenges: the non-specific therapeutic areas, the divisions and settings in which the products are used and the mechanisms which can vary from country to country or even hospital to hospital (e.g. investment processes, after sales service and exchange cycles).
MEDICALBOARD helped us to overcome these challenges. With the results we were able to make more informed strategic and tactical decisions.
3. MEDICALBOARD also gave us valuable support regarding our digital offering. Becoming more digital shouldn’t be about following a trend. It is more about finding out how to generate added value for our users and how to capitalize on it. If we don’t succeed to do so, we only increase the production cost for our products.
MEDICALBOARD conducted very well-structured interviews with all divisions and people involved in the application and management of the products. MEDICALBOARD then summarized the results and helped us to find an actionable decision.
“Outstanding professional cooperation with practice-based and profound expertise.”
May I ask you to look back on the complete duration of your collaboration and to describe it in one or two sentences? Where do you see the greatest added value in working with MEDICALBOARD?
Outstanding professional cooperation with practice-based and profound expertise. MEDICALBOARD uses its core competencies: methodology, network, conceptional approach and capturing the strategic dimension. Paired with pragmatism MEDICALBOARD delivers the best result for their clients.
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