Case Studies

Creating clear market propositions

Working with Shockwave Medical to introduce key products to key markets through educational initiatives.


When US-based MedTech organisation Shockwave Medical initially looked to commercialise their intravascular lithotripsy-based technology in the EU and UK market, they were confident they could commercialise the product through an internal team.

Despite notable interest and excitement around the IVL product in the UK, commercialising any new MedTech raises significant challenges in all markets, which made a compelling case to work with VP MED Group.


With the ability to deliver rapid commercial results and comprised of teams with decades of experience, VP MED Group entered the challenging market by introducing IVL to 85% of interventional centres in a three-year period, exceeding Shockwave Medicals’ expectations and creating year-on-year growth.


The foundation of the success lay in partnering directly with key UK physicians involved in complex PCI. Ensuring a clear, clinical proposition was available and easily understood through the Calcium Algorithm as the product was commercialized across the UK.

Allied by Shockwave’s excellent social media campaign, the educational support was developed very clearly in collaboration with UK KOLs, Shockwave Medical and VP MED Group’s own educational team to create the fastest market penetration in the EU.

Further collaboration continues on educational marketing projects in both Europe and the US, although the sales business has now transferred to a direct Shockwave sales organization.

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