Establishing the value proposition 
for a medical technology

Karen Nordahl of Running Rock, LLC developed a customized interactive economic model for a market-leading medical device manufacturer to quantify return-on-investment for hospitals using their cardiovascular product line.

Because the device was not separately reimbursed, it was viewed as having a negative impact on hospital contribution margin.  Nordahl evaluated existing clinical data and identified opportunities for establishing value through demonstrated improvements in clinical care.  Collected information was organized in an economic model that quantified financial impact of reduced complications, efficiency gains and staffing requirements.  

The model demonstrated that use of the product could reduce hospital expenditures and improve economic efficiency.  The manufacturer successfully repositioned their product as a tool for cost-minimization.

Customers who were previously considering elimination of the product reversed their position, preventing market share erosion. Use of the tools as part of the manufacturer's ongoing sales efforts has facilitated technology adoption by previously unpenetrated accounts.

Evaluating expenditures associated with therapy options 


Working as a subcontractor to a nationally recognized communications agency, Karen Nordahl of Running Rock, LLC developed an interactive value proposition model for the agency’s client, a leading medical technology company. Running Rock was engaged to communicate the economic value of the client’s wound care and cleansing product portfolio.

The client had difficulty presenting cohesive cost comparisons due to significant differences in the package size, product application requirements and product types available in their space. Nordahl developed a customized Excel-based Economic Model to facilitate side-by-side comparisons of differing product options across multiple patient therapy needs.  

The model quantified inventory requirements, cost per patient stay and annualized expenditures for the company’s products vs. competitive options. Data collection tools and marketing materials were designed to facilitate customization of the model and effective presentation of results. 

The client’s field sales organization was extremely receptive and quickly implemented use of the Model and associated tools to address their customers’ financial questions and open new contracting opportunities.