1 Case Study – Color Ultrasound Devices Strategic Research for Ultrasound Devices in China The challenge A leading global medical devices manufacturer was seeing slow growth in sales and sought to reposition its color ultrasound devices for the cardiology, obstetrics & gynecology (O&G) and neurology segments in China. The objectives of the study were to assess market size, growth, competition, pricing and purchasing dynamics for color ultrasound in China vis-à-vis black and white ultrasound. These findings would support Spire in developing a comprehensive proposal to reposition the product. 2 Case Study – Color Ultrasound Devices Strategic Research for Ultrasound Devices in China The process Spire undertook secondary research through published articles, scientific journ

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