Value Proposition Concept for a Medical Device - Pilot Study STERLINK (Plasma Sterilizer)

This case study assesses the Sterlink plasma sterilizer's value proposition in the Czech healthcare market, considering economic, user, and clinical perspectives. The economic analysis includes TCO calculations, the user value is determined through interviews analyzed using MAQXDA 2022 software, while the clinical value is derived from a synthesis of clinical benefits and risks. Findings reveal consumables cost as the primary ownership expense, with Sterlink's strengths being speed, gentleness, and compactness. Interviews highlight advantages such as gentleness, rapid plasma sterilization, user-friendliness, and easy installation, alongside drawbacks of acquisition and consumable cost and regulatory compliance. This research proposes a universal approach, aiding medical device manufacturers in deeper market penetration, and a formulation of appropriate communication strategies targeting opinion leaders and decision-makers. Recommendations include precise pricing communication based on product value, and tailored communication for various buyer categories. Expanding into dentistry, clinical laboratories, and the microsurgical field is suggested for market entry. This research recommends market strategies and underscores the importance of understanding the medical device multifaceted healthcare value proposition.