From market insight to US market entry

Powered Orthotics worked with Peak Spirit to understand the US market for its orthotics technology and to build a go-to-market strategy grounded in that intelligence.

Reimbursement, standard of care and competition were validated through expert interviews, giving Powered Orthotics early access to KOLs, distribution partners and leads. “Invaluable insights into the US market,” said Ryan Alicea, CEO of Powered Orthotics.

Background

Powered Orthotics is a successful MedTech spin-off from the University of Heidelberg, Germany, specializing in powered hand exoskeletons that assist individuals with impaired hand function. With a strong foundation in engineering and medical research, the company is developing a device designed to enhance mobility, improve independence, and support rehabilitation. Given the size and potential of the US market, Powered Orthotics aimed to validate its market entry strategy before committing significant resources.

The challenge

Entering the US healthcare market is complex due to strict regulations, a fragmented payer system, long reimbursement processes, and high competition. To succeed, Powered Orthotics needed to validate key assumptions regarding the standard of care, stakeholder dynamics, reimbursement feasibility, and competitive intelligence. Understanding who influences adoption, how reimbursement pathways work, and how to position the technology within existing inpatient and outpatient treatment practices was critical. Rather than relying on trial and error, Powered Orthotics partnered with Peak Spirit for a structured market validation approach.

Approach

Peak Spirit reviewed Powered Orthotics’ existing marketing material and strategy and conducted an in-depth workshop on all critical assumptions related to the US market. From these discussions, a comprehensive list of questions was developed for validation through direct market engagement and desk research. The validation areas were:

• Standard of care: current treatment practices and the role of powered exoskeletons.

• Value proposition: key factors that drive recommendations from healthcare professionals, and factors that might lead to objections.

• Go-to-market strategy: different market entry strategies and insights from competitors.

• Reimbursement feasibility: existing coding and payment pathways, or the need for new coding.

• Pathways to market: differences between outpatient, inpatient, rehabilitation, and at-home usage scenarios.

• Competitive intelligence: competitor products, their commercialization strategies, and potential differentiators.

Peak Spirit then researched, contacted, and led in-depth interviews with neurologists and occupational therapists, a salesperson from a well-known company in the area, and a management board member from a leading lower-limb exoskeleton provider. Accessing relevant interview partners is often a significant challenge in projects like this. Thanks to Peak Spirit’s network and expertise, many high-quality interviews were secured, which took persistence and multiple follow-ups.

In parallel, extensive desk research covered reimbursement pathways, market trends, and competitor intelligence. Reimbursement was identified as a challenge due to the lack of existing coding. However, the research revealed existing codes for similar solutions targeting the lower limbs and showed how direct competitors successfully navigated commercialization despite these obstacles.

Results

Within a few months, Peak Spirit conducted numerous expert interviews and extensive market research. The insights were summarized in a comprehensive report with a detailed understanding of inpatient and outpatient care dynamics, the US reimbursement system, and key coding considerations. The analysis of the competitive landscape helped define differentiation opportunities, while early connections with key opinion leaders and potential distribution partners strengthened Powered Orthotics’ positioning for future commercialization. Peak Spirit also connected Powered Orthotics to high-quality leads to accelerate the market entry further.

“Peak Spirit delivered a well-structured and efficient approach that provided us with invaluable insights for our US market entry. Thanks to their expertise, we were able to achieve a quality and speed for this project that would have been impossible for us to match on our own.”

Ryan Alicea, CEO & Co-Founder, Powered Orthotics

Conclusion & recommendation

This collaboration highlights the importance of expert-driven market validation before entering a complex market like the US. By systematically testing key assumptions, Powered Orthotics gained a clear perspective on the landscape, enabling informed strategic decisions. Partnering with specialists like Peak Spirit ensures that companies can efficiently gather critical insights, refine their approach, and increase their chances of success.