PRODUCT PROFILING

Strategic Advantage: Evidence-Based
Insights for Product Strategy

The client, a mid-sized med-tech company focused on pulse field ablation (PFA) systems for atrial fibrillation, engaged Roots Analysis to conduct a detailed product profiling study of competing PFA devices globally.

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The Challenge

Systematic Mapping of Product Potential to Deliver Market Excellence

Limited View of Global
PFA Product Landscape

The client had a high-level awareness of a few leading PFA catheter and generator platforms, but lacked a structured, up‑to‑date map of all commercial and late‑stage pipeline PFA systems across key geographies. This limited their ability to benchmark their own platform with others in the market.

Gaps in Identifying
Feature-level Differences

Although the team monitored competitor news and scientific publications, they did not have a feature-level view of technical specifications, such as catheter designs, safety features and integration with existing lab infrastructure.

Unclear Positioning for
Next-generation Platform

The client was planning a next‑generation iteration of its PFA system and needed specific insights into unmet needs being addressed by rival devices, including procedure times, learning curve, lesion durability and workflow integration.

The Roots Way

How Roots Helped?

Roots Analysis' detailed product profiling methodology combines secondary market scanning with customer-specific feedbacks to deliver targeted insights.

Structured PFA Product Landscape: The team designed a product profiling framework that first mapped all relevant commercial and late‑stage PFA devices from global, regional and emerging med-tech companies, covering catheters, sheaths, generators, mapping systems and integrated platforms. Each product was tagged using a standardized taxonomy capturing indication focus, ablation modality, energy delivery mode, regulatory status, trial stage and geographic availability.

Created Product Profiles: For each priority competitor product, we assembled detailed profiles covering core attributes, such as catheter maneuverability, pulse waveform configurations, generator power delivery, safety interlocks, clinical validation data and ecosystem compatibility. These profiles also captured the competitor companies' ongoing innovation initiatives, including known R&D roadmaps, patent filings and next‑gen enhancements.

Identified White Spaces: Using the comparative output, the team conducted gap analyses to pinpoint under‑served clinical settings, workflow pain points and feature combinations where few or no competitors were active. Clear, product-level recommendations were delivered on which attributes to emphasize in current messaging, which features to prioritize in the next‑generation roadmap and where to pursue partnerships or technology in‑licensing.

Change We Created

Results You Can Quantify & Impact
Our Clients Can Count On

30%

Faster Roadmap Alignment

Product profiles, competitive metrics and R&D insights reduced the time to finalize the next-generation platform requirements by about 30%. This acceleration enabled earlier initiation of design iterations and verification testing phases.

25%

Better Customer Feedbacks

Using the insights from detailed profiles, the client made a 25% uplift in clinicians / customer ratings in post-product purchase surveys. The improved feedbacks better highlighted workflow and performance enhancements over rivals.

40%

Increased Indication Focus

Gap analyses revealed white spaces in atrial and ventricular segments, expanding the client's strategically prioritized procedures by nearly 40%.