Demo cases
Short, illustrative examples of how medical device teams use MedTech Compass market attractiveness scoring to work through common launch decisions — the question, the score breakdown, and the decision that followed. Scenarios are illustrative composites built from typical scoring patterns.
Each card shows the question a team was answering, the market attractiveness score MedTech Compass produced, and the decision that followed. Scenarios are illustrative composites built from typical scoring patterns.
Class II SaMD start-up
United States
Should we launch in the US first, or take the shorter European route while we build clinical evidence?
Scoring showed a viable 510(k) route with an existing predicate, but a weak near-term payment picture. The team launched in the US as a self-pay adjunct while building the coding case, instead of waiting on EU MDR Rule 11 classification work.
Orthopaedic implant scale-up
Germany and the Netherlands
Which two European markets should follow our CE mark, given a fixed launch budget?
Germany scored highest on payment and procurement volume but lowest on competitive density. Sequencing Germany first for reference accounts and the Netherlands second for a faster tender cycle replaced an earlier plan built on existing distributor relationships.
IVD diagnostics manufacturer
United Kingdom
Is the UK worth a separate route now, or should we fold it into a later wave?
UKCA marking plus a UK Responsible Person added cost that the near-term volume did not justify on its own. The UK moved into wave two, and the freed budget went to a higher-scoring market with an active tender window.
Digital therapeutics team
Germany (DiGA)
Where can we generate reimbursed revenue fastest with the evidence we already hold?
A structured reimbursement pathway for digital health scored far above alternatives. The team targeted that route first and used the resulting real-world data to strengthen a later US payer conversation.
Every score comes from the same model: each market is assessed on regulatory route, reimbursement and payment forecasting, procurement, competitive density and adoption readiness, then combined with weights the team sets. The mechanics are described in full in how MedTech Compass works.
The regulatory dimension usually moves the ranking most. For the underlying routes, see the global FDA pathways guide and the EU MDR and UKCA guide.
In each scenario above, the scored comparison overturned a plan built on familiarity — an existing distributor, a home market, or the country a founder knew best. That is the practical value of medical device market intelligence: it makes the trade-off between regulatory speed and payment durability explicit before the budget is committed.
Bring your device description and target markets and we will produce the same scored comparison for your programme. Book a live demo or see the tiers on the products page.
