LibraryCapSource OpenCasesUSA Go-To-Market Strategy for Medical Product, “munevo DRIVE”

CapSource OpenCases

To View Full Case Details.

Register Now
Already Have an account? Log In

USA Go-To-Market Strategy for Medical Product, “munevo DRIVE”

Last Updated: 04/28/2026

Case Organization

Munevo GmbH

https://www.munevo.com/home_en

Munich, Germany

11-50

Case Contributors

Case Disciplines

Marketing Research, Analysis, Evaluation Sales & Business Development

Skills & Expertise

Assistive Technology and Accessibility Market Understanding B2B and B2G Sales Strategy Channel Partner Identification and Management Clinical Use Case Development and Validation Communication and Marketing Strategy (Patient + Provider Focused) Competitive Analysis (MedTech and Mobility Devices) Critical Thinking and Strategic Synthesis Demand Forecasting and Sales Projections (6 months–5 years) Desk Research and Secondary Data Analysis Distribution Strategy (Medical Device Distributors - DME Providers) Evidence- Based Marketing (Clinical Outcomes - Case Studies) Executive Summary and Business Report Writing Generative AI for Research and Drafting Support Go-To-Market Strategy for Medical Devices Grant and Funding Landscape Awareness (Disability Support Programs) Healthcare Market Research and Analysis KPI Development and Performance Tracking Market Access Strategy (Hospitals - VA Systems - Rehab Networks) Partnership Development (Foundations - Advocacy Groups - Healthcare Systems) Patient Journey Mapping and Adoption Strategy Pricing Strategy and Financial Modeling Regulatory Strategy (FDA Approval - Medical Device Classification) Reimbursement Strategy and Insurance Landscape Analysis (Medicare - Medicaid - Private Insurers) Risk Assessment and Market Entry Barriers Analysis Stakeholder Mapping (Hospitals - Clinics - Rehab Centers - Physicians - Therapists) Strategic Roadmapping for US Expansion Target Customer Segmentation (Patients - Providers - Institutions) Value Proposition Development for Healthcare Stakeholders Video Pitch and Presentation Development (PowerPoint - Google Slides)

Featured Videos

Background & Objective

The challenge or opportunity you are trying to address for the organization.

Munevo empowers people with disabilities by using new and innovative technology. Munevo's DRIVE product helps people control their power wheelchair with their head movement using smart glass technology like Google Glass. It has already been endorsed in the DACH region (Germany, Austria, Switzerland) and receives new requests every week from users or institutions around the world. Munevo believes the following key market for their DRIVE product is the US.
Learning Objectives

This is what students will learn as they complete the case.

This case challenges students to develop a comprehensive go-to-market strategy for an innovative medical device entering the highly regulated and complex U.S. healthcare market. 
Students completing this case will be able to: 
  • Understand Munevo’s business model, product functionality, and value proposition within the assistive medical technology space. 
  • Analyze the U.S. medical device market, including demand, patient populations, and key stakeholders such as providers, distributors, and insurers. 
  • Evaluate the competitive landscape and benchmark Munevo DRIVE against existing assistive technologies and control systems. 
  • Identify regulatory requirements (e.g., FDA approvals) and compliance pathways necessary for market entry. 
  • Assess reimbursement systems and the role of private and public insurance in driving product adoption. 
  • Develop a distribution strategy, including partnerships with medical device distributors, clinics, and rehabilitation centers. 
  • Design a targeted marketing and communication strategy tailored to patients, healthcare providers, and institutions. 
  • Create financial projections and adoption forecasts across short- and long-term time horizons. 
  • Map stakeholder engagement strategies, including relationships with hospitals, advocacy groups, and opinion leaders. 
  • Communicate a structured go-to-market plan through executive summaries and presentations aligned with healthcare industry standards.
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
Milestone #1
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #2
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #3
Guiding Questions
Deliverable
Suggested Outcome(s)

Explore the CapSource Case Library

Explore Case Library

The CapSource Case Library helps students explore real-world challenges faced by leading organizations across industries. Each case introduces a practical business or social impact problem and invites students to think critically about potential solutions.

Students can use cases to:

Discover potential career paths and industries
Learn how organizations approach strategy, operations, and innovation
Practice solving real-world challenges
Build a portfolio of real work product that showcase impact

Educators can register and browse the library for free. Upgrade for classroom use to bring experiential learning into your courses through case discussions, assignments, and competitions. The library is constantly growing and used by schools everywhere.

What you get when you upgrade:

Case notes and discussion/facilitation guides
In class presentation slides and teaching support materials
Visibility of student submissions and industry feedback
Evaluation tools and outcomes reporting

Unlock the Full Case

Create a free account to browse case materials, submit custom cases/case responses, and explore ways you can leverage this material to improve classroom engagement and enhance learning outcomes.

Register to View Full Case Details

Register Now

Already have an account? Log In

Educator or organization? Book A Demo