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Orbees Medical Case

Aortic stenosis is a common heart valve disease affecting the elderly in Germany. Traditionally, open heart surgery was required to treat severe cases but transcatheter aortic valve replacement (TAVR) provides a less invasive alternative. One client has Product 1 in the German TAVR market and plans to launch Product 2, which has marginally better outcomes but a higher price. The consultant must analyze the current and future TAVR market drivers and barriers, identify global competitors, and advise on positioning Product 2 to avoid cannibalizing Product 1 sales.

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64 views2 pages

Orbees Medical Case

Aortic stenosis is a common heart valve disease affecting the elderly in Germany. Traditionally, open heart surgery was required to treat severe cases but transcatheter aortic valve replacement (TAVR) provides a less invasive alternative. One client has Product 1 in the German TAVR market and plans to launch Product 2, which has marginally better outcomes but a higher price. The consultant must analyze the current and future TAVR market drivers and barriers, identify global competitors, and advise on positioning Product 2 to avoid cannibalizing Product 1 sales.

Uploaded by

Aman
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Orbees Medical - Case Study

Transcatheter Aortic Valve Replacement (TAVR) Market in Germany

Aortic stenosis is a condition in which aortic valve does not open fully thus decreasing the blood flow from the heart.
Aortic stenosis is the most common valve disease in Germany, affecting up to 10% of population aged more than 65
years in Germany. Traditionally, surgical heart valve replacement has been the standard of care for aortic stenosis
especially for severe cases. TAVR, on the other hand, is a newer and less invasive procedure that does not require
open heart surgery. TAVR is indicated for high risk and inoperable cases of Aortic stenosis which account for 10% of
all aortic stenosis cases.

One of our customers, a major global medical device company, has a TAVR device (Product 1) in Germany market. The
client is now planning to launch product 2 which is the next generation TAVR device. Product 2 has shown marginally
better clinical outcomes compared to product 1 but is priced higher. Currently there are two other TAVR devices by
global players in the market priced similarly between the cost of product 1 and product 2 and a few other local (Europe
based) players that are priced lower that both the products.

Assumptions and Definitions

• Population of Germany is 83 Million


• The average cost of Product 1 is USD 30,000
• Product 2 by the client will be priced at USD 40,000.
• The clinical outcomes with product 2 are marginally better and addresses certain shortcomings of Product 1.
• Potentially Available Market for product 1 is the revenues from device sales in a theoretical situation where
all the eligible patients in that market receive a product 1 TAVR implant

You, as an Orbees consultant, need to provide a thorough actionable analysis of the following aspects:

Use the data available in the above sections. Build your model with additional data by researching online (provide
references). Make any additional assumptions and present a logical flow of calculations in detail

• PAM ($) – is revenues from product sales in a theoretical situation where all the potential patients are
treated with product 1
• Use your analysis with detailed factors affecting the market now and potentially in the next 5 years to
show how the market will react when product 2 enters in the market in 2022

A thorough analysis to understand the Aortic Stenosis and specifically the TAVR market

• Analyze current drivers and barriers for TAVR in general; what will be the drivers and barriers for product
2 specifically
• Who are the global players/ competitors in the TAVR space? Provide the names of these competitors
• How should the client position product 2 to avoid cannibalization effect and loss of market share?

Important Information:

We encourage you to make reasonable assumptions and develop a strong analysis. We will look for your thought
process and how you are building your case. Please watch out for poor assumptions and obvious mistakes. Research
online for additional data points required in the case study

We are going to focus on below skillset in this case presentation round.

• Logical thought process on case study analysis


• We would like to know your own ideas, recommendations and views to solve the business problem rather
than other person/experts recommendations mentioned in articles, journals, and news feeds
• Your slide presentation and communication skills
• Slides should be creative, presentable and straight to the point
• The number of slides should not be more than 9.

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