SOLUTION Using fact-based, scientific research and analysis, Navigant uncovered a series of unavoidable factors that reduced the potential patient pool to only 7 million in the United States. That’s because while obesity had grown 20 percent over the past 20 years, it now slowed as baby boomers aged out and as the overall pool of surgical candidates declined. The 10 other geographies totaled only 25 percent of the U.S. opportunity, due to similar factors. Research showed fewer patients than anticipated experienced enough discomfort to motivate them to seek treatment for their condition. Cost also was a significant barrier for patients with lower incomes, because the new technology would have zero or limited reimbursement. To fully capture the revenue potential of the technology

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