Canadian Market Entry Plan for Cervical & Lumbar Medical Devices

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CanSummit consulting area(s) referenced in this case study: Enter Canadian market

CanSummit consulting service(s) referenced in this case study: Canadian Business Case, Product Market Fit, Health Canada Regulatory Solutions, Market access solutions, Canadian Distribution Partner Solution, Canadian Pricing Strategy, Canadian Competitive Strategy, Canadian Positioning & Value Proposition, and Canadian launch plan development

Medical device description: Medical devices for treating patients with acute and chronic cervical, lumbar, and musculoskeletal health disorders in professional clinic and home settings.

Medical device geographic region of origin: Asia

Business challenge/ Project objective: The Canadian distributor for the medical device manufacturer commissioned our services to develop and implement the complete Canadian market entry and launch plan for the devices. 

Our actions: We delivered and managed the entire project to develop, deliver, and implement a ‘Launch-in-a-box’ to the client i.e. a comprehensive Canadian market entry & launch strategy, detailed plans, launch tools, execution, and training. The key deliverables we produced for the client included the following:

  • Focused market study to obtain the insights needed to develop the market entry plans. This included desktop research, primary research, and voice of the customer  

  • Canadian business case complete with market size, total available market, total addressable market, and growth projections 

  • Identification and profiling of target customer segments of chiropractic, physiotherapy, and sports medicine clinics

  • Health Canada regulatory strategy assessment and development 

  • Confirmation of product market fit specific to the Canadian market 

  • Development of Canadian value proposition and positioning strategies 

  • Research of private health insurance, reimbursement, and procurement environment to develop the payor strategy 

  • Canadian pricing strategy  

  • Canadian competitive strategy 

  • Go-to-market plan, sales plan, and sales coverage model

  • Marketing and promotions plan  

  • Marketing communications plan including online and offline marketing tools  

  • Sales training plan

  • Launch events    

Project outcomes: The project was a great success with the client forging ahead with implementing the Canadian launch plan in partnership with CanSummit. The client sales team continues to penetrate the Canadian market and gain market share on a sustained basis. 

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Key takeaways: 

  • The upfront homework we did in the market on behalf of the client helped us uncover crucial insights and strategies that ultimately became the foundation of the overall launch plan 

  • We made sure to provide all the key tools, strategies, and training support to the client’s team at the beginning of the launch implementation, thereby positioning the client’s team for market success at the outset

Important policy note: It is always our policy to protect our clients’ confidential information . Given the highly competitive nature of the MD&D market, our clients need us to keep their strategic project investments made with our firm as confidential . For this reason, we do not publish client identification information in our case studies. If required, we would be pleased to arrange for client references from this project for prospective clients, provided the prospective clients do not have a conflict of interest with this project’s client.    

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