Success Story 3

Background
Microsiga, a Brazilian software company, had developed a series of industry specific applications under the category name "Serial Pack." The Medical Serial Pack (medical office management software) was one of the products in the Serial Pack line. Microsiga was interested in qualifying the market opportunity for Medical Serial Pack in the U.S. market. The pre-qualification process entailed identifying current competitors, market dynamics, target market needs, and distributor/strategic partner interest in the Medical Serial Pack.

Objectives
The objectives of this study were to uncover the following information about the U.S. market for medical office software:

Industry trends and structure
Market penetration
Competition
Barriers to entry
Product features and other requirements for market entry
Distribution channels
Distributor/strategic partner receptivity to a new product

Study Methodology
This study was conducted through in-depth interviews with industry experts and potential strategic partners/distributors.

Results
We provided a report detailing the profound changes occurring in the U.S. healthcare market and their impact on medical office software companies. The study identified numerous barriers to entering the U.S. market as well as two strategies for entering the market as a financial or technology partner with an existing competitor. Ultimately the client determined that the costs outweighed the potential benefits of market entry.