Decode Demand & Outpace Rivals with Medical Device-IVD Market Research

Our market research team turns customer, competitor, and payer signals into roadmaps that size markets, forecast adoption, set smart prices, and lock in reimbursement early.

Why Early Market Research Insights Decide Medical Device & IVD Winners

Clearance is only the start. Clinicians, payers, and lab directors each drive uptake—and their priorities vary by care setting and region/country. Miss those signals and you may over‑engineer features, price below value, or enter a market where reimbursement is weak. Veranex unites user research, pricing strategy, and global coding intel to show who will buy, who will pay, and at what price—for hardware and assay‑based innovations.

As the industry’s only Innovation CRO, we plug these insights straight into product-design sprints, evidence plans, and market-access roadmaps. We can be there with you from the beginning or wherever you are on the journey.

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Our Design-to-Adopt Analytics Framework

Built for devices, diagnostics, and digital health; validated across 30+ markets.

Think of our Design‑to‑Adopt Analytics Framework as a launch console that fuses every critical insight—market size, adoption velocity, pricing elasticity, reimbursement probability, and competitive position—into a single, data‑driven view. By running your medical device & IVD market research through this lens, we pinpoint where clinical demand intersects with payer willingness to pay, highlight the studies that will shift coverage odds, and flag pricing or feature gaps before they drain margin. The four pillars below show how each analytic layer stacks to de‑risk investments and accelerate profitable uptake.

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Market & Segment Sizing

What we do: TAM/SAM/SOM, growth rates, competitor share—across device and IVD segments.

Your advantage: Invest where demand, reimbursement, and lab workflows align.

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Adoption & Pricing Strategy

What we do: Utilization curves, medical device pricing strategy scenarios, price elasticity corridors.

Your advantage: Launch with price points the market can absorb today—then defend ASPs tomorrow.

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Reimbursement‑Feasibility Overlay

What we do: Coding, payment, coverage scores for each segment / test type

Your advantage: Avoid surprise payer barriers and optimize evidence budgets early.

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Competitive & Price‑Benchmark Intelligence

What we do: Feature benchmarking, win loss interviews, IVD & Device competitive intelligence, ASP tracking.

Your advantage: Position clearly and justify premium pricing with data.

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Market Research Insights: You Can Deploy Now

When timing is tight, you don’t always need a soup‑to‑nuts study—you may need the exact insight that clears the next commercial hurdle. Each module below is a plug‑and‑play slice of our medical‑device & IVD market‑research toolkit. Pick one to validate a price point or segment size today, or stack several together to build a full, evidence‑backed launch plan.

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Paving Value for a Precision‑Medicine CDx

Situation

An oncology companion‑diagnostic developer needed a single payer‑ready narrative across the U.S. and three EU markets.

Successes

Country‑specific cost‑consequence model in 8 
Unified evidence library synthesized from RWE.
Interactive value‑communication tool adopted by 4 top payers within 90

Services by Veranex

Economic Modelling
RWE Synthesis
Value Dossier & Communication

Integrated Evidence Planning (IEP)

Integrated Evidence Planning (IEP)

Align regulatory, clinical, and economic studies in one roadmap

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Market Access Strategy & Reimbursement

Market Access Strategy & Reimbursement

Secure the codes, payment, and coverage your evidence deserves

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Customer Insights & Market Analytics

Customer Insights & Market Analytics

Model market size and adoption before you invest in evidence

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Growth, M&A & Innovation Strategy

Growth, M&A & Innovation Strategy

Prioritize portfolios and deals with evidence backed forecasts

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Start Your Evidence Plan with Veranex HEOR Consulting

Unite real-world evidence, economic models, and payer-tested messaging in a single roadmap—so coverage decisions arrive sooner, and revenue follows faster.

Reach Out Today