US-Based MedTech supercharges it’s international operations by leveraging AI

Company A held a strong market position in the U.S. with a 20% market share, thanks to innovative products like stents, pacemakers, and defibrillators. However, since its international expansion in 2008, it failed to secure a significant presence, with market shares under 10% in all regions.

Key issues included limited market insights, weak tender performance (14% win rate), and a lack of a sophisticated pricing strategy. The company’s U.S.-centric approach, reliance on manual tender processes, and heavy dependence on distributors in indirect markets further exacerbated these challenges. Leadership recognised the need for a major strategic shift to unlock the company’s potential in global markets.

Vamstar introduced an 18-month data and AI-driven initiative to overhaul the company’s international strategy. This included the implementation of an AI-powered tender management system to identify and prioritise opportunities, improving tender responses through TenderGPT for consistency and compliance.

An ML-based pricing model was also introduced to recommend optimal pricing strategies based on historical data and market conditions, helping reduce unnecessary discounts and margin loss. Vamstar’s data orchestration and market intelligence tools provided the company with actionable insights into competitor activities, pricing trends, and regulatory changes.

Training and change management programs were initiated to ensure successful adoption of these new systems and processes.

Post-implementation, the company witnessed a significant transformation in its international market performance. The tender win rate increased from 14% to a more competitive level, reducing the margin loss in tenders from up to 40% to less than 15%.

Pricing strategies became more data-driven and consistent across markets, directly contributing to an increase in market share to at least 15% in key regions. Enhanced market intelligence enabled the company to make informed strategic decisions and position its offerings effectively.

Operational efficiencies improved, with reduced manual data processing and faster tender responses. This strategic shift positioned the company for sustained growth and competitiveness in the global medical device market.