Optimizing Medical Device Gross Profits with Dynamic B2B Margin Analytics Platform - Case Study
Industry: Med-Tech | Area: Margin Analytics & Optimization
A leading med-tech company sought to improve its pricing and discounting analytics capabilities to strengthen margin management discipline and drive a 5% net price realization.
The company aimed to build an in-house Margin Analytics & Optimization solution for two of its largest business units in North America and Europe.
The company faced challenges like lack of visibility into macro insights, inability to access granular drivers of price and margin leakage.
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The lack of visibility and pricing metrics to drive accountability resulted in the Sales team largely deviating from target discounts, affecting overall profitability.
Dashboard Concept co-created with Stakeholders
ACTION
The Margin Analytics & Optimization platform was designed to include an executive dashboard, in- depth analyses of Net Revenue and Profit growth drivers, assessments of discounting practices, price and margin leakage waterfalls, and evaluations of Customer level pricing and margin opportunities.
After the concept and design alignment, a Minimum Viable Analytics solution was created in four weeks.
A standardized pocket price waterfall was used to diagnose each step of leakage from list price down to pocket margin (including list price, invoice price, discounts, rebates, freight charges, and other concessions).
Discount variability was tackled by introducing a new discount matrix that linked discount ranges to product families and customer volume tiers, as developed under the Pricing Excellence project pilots.
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Freight charges were recalibrated with new guidelines: freight could no longer be waived without managerial approval, and freight fees were increased where appropriate. Rebate optimization introduced time-bound or volume-based rebates, replacing ad hoc up-front discounts.
Training modules were developed to drive tool adoption throughout the global commercial organization.
Sample Margin Analytics Platform modules
Initial Concept Document for Margin Analytics Platform
OBSTACLES
No Quick Access to Opportunity Areas:
Decision-makers struggled to identify which customers, product lines, or countries were causing the greatest margin leakage.
Limited Insights for Sales Teams:
Reps lacked pragmatic, user-friendly tools showing top customer and product-level price improvement opportunities (e.g., discount outliers, new freight charges, rebate adjustments).
Significant Price Discount Dispersion:
There was a wide distribution of discounts for similar customer segments and products, further eroding profit.
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Fragmented Freight and Rebate Policies:
Freight was often waived or rebated inconsistently, with little visibility into margin impact.
Example of a Gross Profit $ Deep Dive module built in Tableau
RESULTS
The Margin Analytics solution was implemented in under 90 days using client's existing tech stack (Tableau).
The company improved its Net Price realization in the first year by addressing previously unidentified price leakage and margin erosion drivers, yielding a 5% improvement in net price realization.
The platform enabled the company to understand various factors impacting its Gross Profits, leading to improvements in both discounting behavior and price realization.
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The company developed more targeted and strategic pricing strategies at the Customer and Product Group level, resulting in improved customer/bid quoting.
The solution laid the groundwork for a value-based pricing journey, allowing the company to refine its pricing strategies and better align its pricing with the value its products provided to customers.
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