Dymedex Consulting: The Science of Market Development

Portfolio Management and Optimization: Medtronic has a broad portfolio of opportunities across technologies and geographies. As a market leader it stood to gain the most by investing in market growth. It was looking for a disciplined and consistent approach to evaluating new opportunities, managing its portfolio and driving higher market adoption.

• Institutionalized innovative market development methods across all Medtronic business units and geographies (over 50 countries)
• Revolutionized the strategic planning and portfolio management process
• Delivered the first-ever integrated company- and therapy-wide portfolio perspective, with robust valuation of all opportunities, using a standard and objective framework.

"Joe led a highly successful initiative to accelerate patient access to Medtronic products and therapies. This initiative spanned all Medtronic businesses and geographies and within 18 months transformed the core business process used to value, prioritize and manage Medtronic's extensive portfolio of therapies and opportunities."

- Scott Ward, Executive Vice President, Vascular Business, Medtronic

Market Penetration and Growth: This VC-backed company sought clarity around several possible market opportunities in order to inform their revenue growth strategy and to assess the relative merits of various investment options.

Dymedex provided a detailed assessment of the acute decompensated heart failure market, including insights into the keys to accelerating adoption. In addition to defining revenue opportunities, patient segments, market attractiveness, and barriers to adoption, Dymedex also helped CHF Solutions recognize the importance of a specific clinical trial and the necessary endpoints. The Dymedex assessment was used to inform go-to-market strategies, product positioning and clinical research strategies.

"I'm not a fan of consultants but several respected colleagues recommended Dymedex. The Dymedex team and their work exceeded my expectations. We were impressed by their analysis and the value it delivered to our company. Dymedex insights are driving significant immediate improvements to our business strategy and real time execution."

- David Springer, CEO, CHF Solutions

Market Forecast for Investors: Piper Jaffray provides thought-leading market insights to its clients, with one group focused on the medical technology market.

Dymedex modeled the US market for minimally invasive aesthetics including cosmetic lasers, fillers, and botox. This complex capital equipment and single-use disposables market is driven by many variables: gender, age, income, procedure availability, outcomes, and industry economics. Dymedex was able to quantify the net influence of all these factors, providing new insight into the industry forecast.

"The 2008 US Minimally Invasive Aesthetic Report was one of the most comprehensive market analyses I have seen. It provides a wealth of retail and industry insight backed up by powerful forecasting models."

- Thom Gunderson, Sr. Research Analyst, Piper Jaffray

Early-Stage Market Assessment: Nanostim is an early stage start-up and was seeking its first round of venture capital funding.

Dymedex delivered a market segmentation and sizing analysis for Nanostim’s potentially industry-changing technology. This formed the basis for market opportunity discussions with investors. Nanostim received $9.7 million Series-A funding in October 2008.

"As a new venture, with a technology that had broad medical applications, we had to communicate a clear and compelling market opportunity to early-stage investors. Dymedex was able to quickly provide a business case for our technology that helped us address the key questions."

- Allan May, Chairman, Nanostim

Acquisition Assessment: Intricon is exploring various growth strategies and investments to extend their products and service capabilities.

Dymedex assessed the market attractiveness and projected revenue potential for an investment in a new market space. Dymedex concluded that the new market was on the cusp of a major transition, drastically changing how Intricon valued the investment plan.

"As we evaluated a potential acquisition, we hired Dymedex to assess the market outlook for the target company. Previously unforeseen near-term market changes that Dymedex predicted greatly influenced our final investment strategy."

- Mark Gorder, CEO, Intricon

Early Stage Market Assessment: NeoChord was seeking an objective and defendable market assessment to support its business case for a new technology which will significantly improve patient care vs. existing methods.

To support NeoChord's investor meetings, Dymedex helped identify the most attractive market segment plus adjacent segments which will drive future growth. NeoChord closed on a Series A round of $4.8 million in July 2009.

"Dymedex helped clarify which market segments were most attractive and why. Their analysis made our investor discussions much more productive."

- John Seaberg, CEO, NeoChord Inc.

Early Stage Market Assessment: Cardia Access was a very early stage venture building its business case for a paradigm shift in lead wire technology.

Dymedex provided ongoing strategy consulting to guide initial market planning, required product capabilities, and investor discussions.

"Joe has delivered critical strategic insights and quantatiative market analyses I needed in order to refine the business model, describe the optimal go-to-market plans, and defend the business case for Cardia Access."

- John Erb, CEO, Cardia Access Inc.

Commercialization Planning: Harbinger required very clear market strategy and clinical positioning in the complex market for novel cardiac diagnostics.

Dymedex highlighted previously unrecognized key differences in market segments that would greatly influence adoption. This analysis now guides Harbinger Medical’s go-to-market strategy.

"The Dymedex market assessment led us to recast our market segmentation, product positioning, and go-to-market strategies. Their analysis greatly influenced our overall business forecast."

- Harold Hoium, President, Harbinger Medical Inc.