Emerging markets are widely recognized as one of the most important growth frontiers for medical devices. However, multinational players are still trying to unravel the nature of each market and the exact winning formula for success. To date, most multinational companies (MNCs) have focused on the premium customer segment with pre-existing products and commercial models, but we believe the next wave of growth will be in the largely untapped mid-tier of these markets. Emerging markets are experiencing a rise of their middle class, increased access to care and new feature versus price trade-offs that will require rethinking existing strategies and business models.
Many other industries underwent a similar globalization process a decade ago and essentially reinvented their approaches for the mid-tier of...