02 · What we do
Medical device commercialisation
We help medical device businesses decide, and then do.
Med Dev Services is an independent commercial consultancy for the medical device industry — manufacturers, brand owners, IP holders and distributors across single-use medical devices, with specialist depth in wound care, ostomy, continence, skin health and nutrition. Five capability areas, one way of working: understand the market, form a clear commercial view, then help execute it.
01 · Strategy
Where to play, and how to win
Market strategy & growth
Deciding where the opportunity really is, and what it will take to capture it.
Most commercial disappointments in this industry are traceable to a decision taken early: the wrong market, the wrong channel, the wrong price, or the right product positioned against the wrong alternative. We help you make those decisions with the benefit of someone who has watched them play out across thirty years and thirty countries.
Work usually starts with an honest assessment of the opportunity — including the possibility that it is not one — and ends with a route that your team can execute.
- Market entry strategy, UK and EU
- Market prioritisation and opportunity assessment
- Value proposition and brand positioning
- Portfolio strategy and gap analysis
- Pricing strategy and commercial modelling
- Distribution strategy and channel design
What you get: a clear, evidence-based commercial strategy you can act on — and a straight answer about the risks in it.
02 · Access
Adopted, reimbursed, retained
Market access & reimbursement
Approval is not access, and access is not permanence. All three need managing.
In the UK, whether a device reaches patients has as much to do with the Drug Tariff, formularies, procurement frameworks and local budget-holders as it does with the product. Reform of Part IX is changing the terms on which primary care reimbursement is granted and renewed, and value-based procurement is changing what buyers will accept as proof.
We work on the commercial consequences of all of it: what evidence you need, what it will cost, what it protects, and what happens to revenue if you do nothing.
- UK market access strategy
- NHS and Part IX Drug Tariff applications and renewals
- Reimbursement strategy and pricing justification
- Value-based procurement strategy
- Clinical and economic evidence strategy
- Commercial implications of regulatory change
What you get: a defensible access position, and an evidence plan built around commercial risk rather than paperwork.
03 · Partners
The right relationships
Partnerships & distribution
Finding partners is straightforward. Finding the right ones, and making the relationship work, is not.
Thirty years in these categories means knowing who is credible, who is over-extended, who has the clinical relationships that matter and who simply has a good presentation. We use that directly — identifying and assessing candidates, making introductions, preparing you for the meetings and supporting the commercial negotiation.
The same applies in reverse. If you are a distributor looking to strengthen a portfolio, we can find and evaluate the products and manufacturers worth carrying.
- Distributor identification and assessment
- Partner search and outreach
- OEM and private label partnership development
- Supplier sourcing and evaluation
- Meeting facilitation and deal support
- Acquisition support and target identification
What you get: a shortlist you can trust, introductions that open properly, and support through to agreement.
04 · Product
Opportunity into product
Product & portfolio development
Turning a market opportunity into something commercially viable — and keeping a portfolio honest.
This is the work of actually building things: sourcing product, developing own-label ranges, shaping NPD around what clinicians and buyers will accept, testing propositions with the people who use them, and planning a launch that does not rely on hope.
It also means portfolio discipline. Which lines earn their place, which are being carried, and what the range is missing relative to where the category is going.
- Product sourcing and own-label development
- New product development support
- Market research and customer insight
- Product testing and validation
- Positioning and go-to-market strategy
- Lifecycle management and portfolio optimisation
What you get: market-ready products with a clear commercial case, and a portfolio you can defend line by line.
05 · Evidence
Evidence that earns its keep
Market insight & real-world evidence
Post-market evidence is an obligation. Clinical, user and commercial insight is an asset. Well designed, they can come from the same piece of work.
Under MDR, Class IIa and IIb devices require a PSUR updated at least every two years; Class III and implantable devices require one updated and submitted to the notified body annually. Most manufacturers treat that as cost. It does not have to be.
The same research that meets your post-market requirements can tell you how your product performs in practice, how healthcare professionals experience and use it, where it falls short and what would make them switch. That is product development intelligence, market access evidence and commercial insight from one exercise.
Evidence should do more than satisfy a regulatory requirement.
Well-designed evidence generation can provide valuable insight into clinical practice, healthcare professional experience and unmet user needs. It can inform new product development, strengthen product differentiation, support market access and give commercial teams greater confidence in conversations with customers and decision-makers.
By connecting regulatory evidence requirements with clinical, user and commercial insight, MDS helps manufacturers make better-informed decisions throughout the product lifecycle.
- Clinical & user insight
- Feedback from healthcare professionals on real-world product experience, usability and clinical value.
- Product development & NPD
- Unmet needs, product limitations and opportunities to inform new products or enhance existing ones.
- Commercial insight
- Evidence that supports sales conversations, articulates differentiation and strengthens the value proposition with customers and decision-makers.
- Market access & reimbursement
- Relevant evidence for market access, reimbursement submissions and healthcare procurement requirements, where applicable.
- Post-market evidence
- Support for post-market surveillance, post-market clinical follow-up and related requirements, as appropriate to the device and regulatory context.
These are connected opportunities rather than a fixed package — each programme is scoped to the device, the question and the evidence you actually need.
Working together
How engagements work.
Small, senior and structured around your commercial calendar rather than ours.
- Fixed fee
- For clearly defined projects with an agreed scope and timeline.
- Monthly retainer
- For ongoing or strategic programmes. Flexible access to expert resource, billed monthly at a preferential daily rate.
- Performance-linked
- A model commonly used for business development activity, such as identifying new distribution partners or securing new contracts.
- Who you deal with
- James, directly. Specialist partners are brought in by name where a programme calls for them — you will always know who is working on your business.
- Confidentiality
- NDAs at the outset as standard. We proactively avoid competitive conflicts of interest and take on a limited number of clients to protect your commercial position.
- Where we work
- United Kingdom and Europe principally, with active work across more than thirty countries and four continents.