Case studies

Three markets that looked closed. Three ways in.

Each of these began the same way — a good product, an entrenched market, and a buyer who was never going to be moved on price. What changed in every case was who the product was sold to, and how they heard about it.

Laparoscopic access devices

Patton Surgical Corporation

A single-product company built enough pull to become an acquisition target.

3Incumbents

1Product

2011Acquired

Energy-based vessel sealing

Microline Surgical

Locked out by GPO contracts, so the strategy found a door that wasn’t contracted.

$1.4BU.S. TAM

80%Incumbent share

$5M+New revenue

HealthTech SaaS · remote patient monitoring

Vivify Health

The hospital couldn’t justify buying it, so the patients used it first.

$3.6BTAM

70%Incumbent share

4New channels