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Building a sales strategy for a diagnostics equipment manufacturer

  • Industry

    Diagnostics equipment

  • Geographical coverage

    Central and Eastern Europe

  • Client type


Consulting Project - PMR Consulting - pharma/healthcare

Client's need

Our client - a manufacturer of laboratory diagnostics equipment - asked PMR for research and consulting support in planning a sales strategy for the coming years. The client wanted to know the purchasing preferences of specialist laboratories, verify their competitive position, identify the sales potential for their products, and eventually develop the most optimum business model in the Czech and Slovakian markets.

Our deliverables

In order to meet our client’s needs, the PMR team implemented a wide-ranging project consisting of several complementary steps. The initial stage of the study was an in-depth analysis of secondary data, which allowed us to identify key trends and get an overview of the healthcare system in terms of laboratory diagnostics.
During the second stage, a series of quantitative interviews were conducted with representatives of public and private sector laboratories, during which we verified the number of tests performed, the type of equipment used, and the purchasing models used.
The third stage of the study involved in-depth interviews with opinion leaders, doctors, lab managers with the highest purchasing power, and purchasing managers involved in the selection of diagnostic equipment. This stage provided information on key market trends, the competitive environment, and the image of the most important players in the field of laboratory diagnostics.
The project was then supplemented by expert interviews with representatives of competing companies, distributors of diagnostic equipment and market experts, which allowed for a verification of our findings and identification of potential directions of market development.

Value for the client

As a result of this extensive research project, the client received valuable information on sales potential in the Czech and Slovakian markets, including recommendations and indications of expected development scenarios for the coming years. Thanks to the knowledge provided, the client will be able to build an effective business strategy that will allow for a full optimization of sales.

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