HEALTHCARE RIGOROUS ANALYSIS PINPOINTS COMMERCIAL STRATEGY FOR NOVEL CORONARY MEDTECH CHALLENGE A startup company developed a novel coronary intervention technology designed to make it easier for physicians to perform complex procedures. The startup team believed their medical technology had the potential to become a standard of care for certain conditions if they could define a compelling value proposition. They also needed a go-to-market strategy to maintain its differentiation from other types of products used to treat similar — but different — conditions. In the United States, no such technology had ever been approved to date. In Europe, similar technologies had made it to market, but failed to garner wide adoption. Without such a technology, highly skilled physicians lever

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