Challenging the Market Leader in Bionic Prosthetics
In a market long dominated by a single “Champion” brand, our team entered from the “Challenger” position — determined to redefine what was possible in bionic prosthetic technology. With the regional microprocessor knee (MPK) segment valued at approximately $200 million, we held the third market share position in 2020. To shift that dynamic, we needed more than innovation — we needed a bold go-to-market (GTM) strategy that could elevate us into the number-two position.
The Challenge
For years, our company had only one MPK offering — a niche product line with limited competitive breadth. Meanwhile, the category leader dominated the value chain and set the narrative around innovation and performance. As three groundbreaking products moved into our development pipeline, including the Proprio Foot, Power Knee and Navii Knee, we faced a pivotal question:
How could we reposition ourselves as a contender — not just technologically, but in the hearts and minds of clinicians and amputees?
The Strategy
To earn market confidence, we led with evidence-based storytelling. Our goal was to show that these new products weren’t just advanced — they were engineered with direct input from clinicians, patients, and data-driven insights.
Market Repositioning: We redefined our brand narrative around real-world patient outcomes, translating technical superiority into emotional relevance and clinical value.
Key Opinion Leader Engagement: We collaborated with respected clinicians who traditionally used competitive products, conducting patient trials that revealed superior performance and satisfaction metrics.
Organizational Focus: I restructured the Product Marketing Management (PMM) team to dedicate exclusive focus on Bionics, building a true Bionic Platform with aligned clinical, sales, and marketing functions.
Patient Demand Generation: We launched creative, high-impact campaigns that showcased amputee success stories, generating excitement and curiosity across both clinician and patient audiences.
Results
Within three years, our Bionic Platform grew by 68%, propelling us into the #2 market share position. What began as a challenger strategy evolved into a movement — one grounded in innovation, clinical credibility, and authentic storytelling that celebrated patient outcomes.