Advancing Market Position Through Competitive Benchmarking in the HealthTech Sector

An Abu Dhabi-based health technology company specializing in smart diagnostic devices and home-based monitoring tools. The firm had developed a line of clinically validated products aimed at hospitals, clinics, and wellness centers across the UAE. Despite strong product quality, it was struggling to scale its presence and gain market traction amid established competitors.

Although technologically competitive, the client was underperforming in several key areas. They have low product visibility and limited digital engagement, are inconsistent with their pricing strategy, and they don’t have enough insight into competitor positioning, bundling strategies, and promotional tactics.

We delivered a complete Competitive Benchmarking engagement, designed to identify performance gaps, assess the competitive landscape, and develop actionable recommendations to reposition the client as a top-tier player in their segment.

The engagement focused on four core benchmarking pillars:

• Product positioning (features, pricing, packaging),

• Distribution strategy (channels, shelf presence, tender participation),

• Promotional approach (B2B campaigns, influencer engagement),

• Digital presence (SEO, content quality, healthcare portal performance).

Our approach was methodical and outcomes-focused, tailored specifically to the medtech and health device landscape in Abu Dhabi and the broader GCC:

1. Competitor Identification & Segmentation
   Selected five top-performing competitors based on sales volume, visibility, and digital footprint. Grouped them by product category and target market.

2. In-Field & Digital Channel Audits
   Conducted audits at hospitals, pharmacies, and B2B procurement platforms. Reviewed distributor catalogs, tenders, and procurement frameworks.

3. Benchmarking Analysis
   Assessed each competitor across product specifications, pricing structures, bundling practices, and service/support models. Tracked promotions across LinkedIn, healthcare-specific platforms, and industry events.

4. Gap & Opportunity Mapping
   Pinpointed areas where the client lagged behind peers and identified white space for high-impact repositioning.

We delivered a set of targeted actions designed to improve market performance and visibility:

• Redesign product packaging and feature tiering to align more closely with buyer expectations across procurement and clinical settings.

• Introduce bundled service contracts (devices + diagnostics + training) to match competitor offerings in high-margin segments.

• Partner with leading health tech influencers and B2B healthcare publications to improve digital authority and reach.

• Optimize digital content and SEO on both company-owned channels and third-party distributor listings, focused on buyer-specific search terms.

The client achieved measurable gains across key metrics within six months:

• Product visibility increased by 60% across major distributor catalogs and digital procurement portals.

• Online conversion rates improved by 45%, driven by better messaging, product comparison content, and lead nurturing workflows.

• B2B sales rose by 200%, with strong penetration in hospital tenders and private clinic networks.

• Category share increased by 8%, positioning the company as a top-three player in two diagnostic categories.

This project illustrates how our Competitive Benchmarking services empower Abu Dhabi-based innovators to break through competitive noise and reposition themselves for growth.

Eurogroup Consulting doesn’t just compare data. We decode the tactics behind market leaders and help you leapfrog ahead. With deep local insight and sector-specific benchmarking tools, we ensure your business is not only in the game, but setting the pace.