Overview

A global leader in medical device manufacturing sought to redefine its strategic pricing approach for a growing portfolio of advanced injectable and medical device products. The company aimed to strengthen its market position in Europe and the U.S. by transitioning from traditional cost-plus pricing toward a value-based commercial model that better reflected the economic and scientific value of its innovations.

Challenge

Operating in a highly technical B2B environment, the company faced several pricing challenges:

• Fragmented and inconsistent pricing logic across products and regions
• Rationalization of rebates and allowances to retain customers
• Underutilized value propositions for medical device equipment-specific solutions
• Limited sales force capability to articulate and defend value-based pricing
• Missed revenue opportunities due to margin leakage and lack of structured governance
• Need to confirm and adjust prices prior to several key contract renewals

The organization needed a comprehensive diagnostic of its current pricing approach, identification of quick-win opportunities, and the development of actionable tools to empower its commercial teams.

Approach

We launched a two-phase Pricing Excellence Program combining analytical rigor with commercial enablement.

• Diagnostic Phase: Audited existing pricing systems, segmentation logic, and customer conditions to uncover inefficiencies and margin gaps
• Quick Wins: Identified immediate pricing improvement opportunities with measurable bottom-line impact
• Value Mapping: Evaluated client value drivers and developed a framework for Value-Based Selling across key medical device segments

Solution

Our team delivered a structured roadmap and practical tools to drive long-term pricing effectiveness.

• Developed a three-year Pricing Excellence Roadmap with short- and long-term initiatives
• Created a Value-to-Customer (EVIU) modeling tool to quantify the economic benefit of the company’s products versus competitors
• Designed sales enablement materials to support communication of product value and facilitate pricing negotiations
• Introduced a Value-Based Pricing Policy with segmentation, governance, and pricing corridor guidelines

Results

• Identified 1–4% of additional sales margin improvement through pricing optimization and leakage reduction
• Established a repeatable Value-Based Selling process supported by economic value modeling tools
• Delivered training and deployment support for sales teams across target regions
• Built consensus across commercial and product leadership on a unified pricing strategy and roadmap

Impact

This engagement helped the client transition from reactive price-setting to a strategic, value-driven pricing culture.
By quantifying the true economic value of its medical device solutions and equipping its teams with the tools to communicate that value, the company achieved measurable profitability gains and strengthened its global market leadership in advanced injection systems.