Rafkin was engaged by a long-term client at Medtronic, the world’s leading medical device company, to assess the global opportunity for pre-packaged surgical supplies and to recommend product development and assortments, brand positioning and messaging, and market entry strategies to optimize the opportunity.
With the assistance of native-speaking moderators and simultaneous translators, Rafkin conducted in-depth interviews and live focus groups with 74 surgeons, scrub nurses, hospital administrators, and procurement executives in the U.S., UK, France, Germany, Italy, and Spain.
Rafkin developed unique insights, modeled and quantified the business opportunity, recommended market research-tested positioning and pricing strategies, and identified unique product assortment, targeting, and revenue opportunities, such as procedure-specific surgical packs and the targeting of ambulatory surgical centers instead of large hospital groups as early adopters.
Over the course of an eight-year period, Rafkin has led six global projects for the same senior client at three different companies – Covidien, Medtronic, and ReShape Lifesciences.
SVP, Chief Commercial OfficerReShape Lifesciences, Inc.
