Strategic Benchmarking in the Gastrointestinal Medical Device Market

The Situation 

A global medical device manufacturer sought to deepen its competitive intelligence in the gastrointestinal (GI) space. As market dynamics evolved rapidly, driven by innovation in imaging systems, increased digitization, and shifting regulatory environments, the client aimed to benchmark its own R&D and sales strategies against key competitors in the GI medical device category.

They needed to understand:

• How competitors structured and resourced their R&D organizations
• What strategies were enabling faster product development and innovation
• How sales forces were organized, segmented, and trained
• What pricing and support strategies competitors used to drive adoption
• Where best practices could be adapted to enhance the client’s go-to-market success

Given the global scope and the need for confidential, validated intelligence, the client sought a trusted partner with strong life sciences expertise and robust primary research capabilities.

Solution

Sedulo Group developed a bespoke Competitive Intelligence Program, focused on capturing primary-source intelligence and actionable strategic insights tailored to the client’s gastroenterology portfolio.

Key Program Components:

• Program Kickoff & Internal Alignment
  Sedulo led a structured onboarding phase including stakeholder interviews and knowledge transfer. This ensured alignment on research priorities and helped identify internal knowledge gaps.
• Research Framework
  A structured intelligence framework focused on two pillars:
  • R&D Benchmarking: Product development speed, innovation governance, resourcing, digital health strategies, regulatory integration, and partnerships.
  • Sales Organization Analysis: Organizational structure, digital transformation, training, pricing strategy, customer engagement, and support infrastructure.
• Primary Research Execution
  Sedulo’s global network of vetted sources—including current and former professionals in competitor organizations—was mobilized to gather first-hand insights across R&D, sales, regulatory, and commercial functions.
• Secondary Research Support
  Complementary desk research using industry databases and analyst reports provided contextual grounding and helped validate intelligence.
• Iterative Reporting & Strategic Synthesis
  Intelligence was delivered in bi-weekly waves, culminating in an executive-ready Insights Report featuring data visualizations, confidence ratings, benchmarking matrices, and tailored recommendations.

Outcomes

The client received a comprehensive competitive intelligence package that enabled them to:

• Benchmark Internal Functions
  Gain clarity on how competitors structure and execute both product development and commercial deployment, highlighting areas for internal optimization.
• Accelerate Innovation Strategy
  Identify best practices in R&D speed-to-market, risk management, and technology integration that could inform future pipeline strategies.
• Refine Sales and Support Models
  Understand how competitors staff and train field teams, deliver clinical and technical support, and differentiate their offerings in a complex, segmented GI market.
• Gain Strategic Clarity
  Translate insights into clear implications and tactical recommendations tailored to product planning, go-to-market strategy, and long-term differentiation.