Looking to enter the Zambian market, Gradian sought to assess the market potential of its anesthesia machine.
GlobalHealth Lab students mapped the healthcare landscape in the country, analyzing the roles of various actors—the Ministry of Health, mission hospitals, clinical educators, public hospitals, NGOs, and others—to determine the most appropriate sites for the UAM. To fill needed roles for an effective market entry strategy, they identified potential distribution partners, biomedical engineers, and product champions.
Having discovered that almost 40% of Zambia’s existing anesthesia machines were not in use due to lack of user training, maintenance issues, or lack of necessary infrastructure (such as oxygen and electricity), students developed a three-stage framework for Gradian’s market entry: empowerment, amplification, and adoption. The first stage is already underway. With the donation of a UAM by Gradian showing how the machine performed in situ, the team mapped a plan for the company to focus its market entry strategy on rural hospitals. The students also recommended several targeted initiatives to facilitate the next stages, suggesting different partners and the strengths they could bring to bear in the widespread distribution of UAMs.