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Optimizing Medical Device Gross Profits with Dynamic B2B Margin Analytics Platform – Case Study

Industry:
Med-Tech | Area: Margin Analytics & Optimization

This case study explores how a prominent med-tech company revolutionized its margin management by developing an in-house Dynamic B2B Margin Analytics Platform. Faced with challenges such as limited visibility into pricing and margin drivers and inconsistent discounting practices, the company recognized the need for advanced pricing analytics capabilities. Partnering with Revology Analytics, they embarked on a strategic journey to enhance their pricing analytical acumen, aiming to improve net price realization and address revenue leakages. The case details the transformative impact of this initiative, demonstrating the effectiveness of co-creating an in-sourced solution with internal stakeholders, using an existing tech stack like Tableau for powerful visualization and scenario analysis capabilities.

SITUATION

A leading med-tech company sought to improve its pricing and discounting analytics capabilities to strengthen margin management discipline and drive a 5% net price realization.

The company aimed to build an in-house Margin Analytics & Optimization solution for two of its largest business units in North America and Europe.

The company faced challenges like lack of visibility into macro insights, inability to access granular drivers of price and margin leakage.

The lack of visibility and pricing metrics to drive accountability resulted in the Sales team largely deviating from target discounts, affecting overall profitability.

Initial concept chart for margin analytics platform with sales reps, leaders, and pricing teams.
Visual overview of the initial concept for Revology's margin analytics platform, highlighting key user groups and functionalities.
Medical device profit analysis dashboard with dynamic B2B margin insights.
A detailed dashboard showcasing medical device gross profit optimization using Revology Analytics' B2B margin platform.

OBSTACLES

No Quick Access to Opportunity Areas:

Decision-makers struggled to identify which customers, product lines, or countries were causing the greatest margin leakage.

Limited Insights for Sales Teams:

Reps lacked pragmatic, user-friendly tools showing top customer and product-level price improvement opportunities (e.g., discount outliers, new freight charges, rebate adjustments).

Significant Price Discount Dispersion:

There was a wide distribution of discounts for similar customer segments and products, further eroding profit.

Fragmented Freight and Rebate Policies:

Freight was often waived or rebated inconsistently, with little visibility into margin impact.

ACTION

The Margin Analytics & Optimization platform was designed to include an executive dashboard, in- depth analyses of Net Revenue and Profit growth drivers, assessments of discounting practices, price and margin leakage waterfalls, and evaluations of Customer level pricing and margin opportunities.

After the concept and design alignment, a Minimum Viable Analytics solution was created in four weeks.

A standardized pocket price waterfall was used to diagnose each step of leakage from list price down to pocket margin (including list price, invoice price, discounts, rebates, freight charges, and other concessions).

Discount variability was tackled by introducing a new discount matrix that linked discount ranges to product families and customer volume tiers, as developed under the Pricing Excellence project pilots.

Freight charges were recalibrated with new guidelines: freight could no longer be waived without managerial approval, and freight fees were increased where appropriate. Rebate optimization introduced time-bound or volume-based rebates, replacing ad hoc up-front discounts.

Training modules were developed to drive tool adoption throughout the global commercial organization.

Medical device profit analysis dashboard with dynamic B2B margin insights.
Comprehensive dashboard showcasing medical device gross profit optimization using dynamic B2B margin analytics platform.
Medical device profit analysis dashboard with dynamic margin analytics and sales data visualization.
Dashboard showcasing revenue growth, margin analysis, and sales performance for optimizing medical device gross profits.

RESULTS

The Margin Analytics solution was implemented in under 90 days using client’s existing tech stack (Tableau).

The company improved its Net Price realization in the first year by addressing previously unidentified price leakage and margin erosion drivers, yielding a 5% improvement in net price realization.

The platform enabled the company to understand various factors impacting its Gross Profits, leading to improvements in both discounting behavior and price realization.

The company developed more targeted and strategic pricing strategies at the Customer and Product Group level, resulting in improved customer/bid quoting.

The solution laid the groundwork for a value-based pricing journey, allowing the company to refine its pricing strategies and better align its pricing with the value its products provided to customers.

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+1 803-701-9243

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