White Paper
How Big Is the Opportunity? Navigating market sizing in devices and diagnostics
Gain clarity and confidence in your strategic decisions with IQVIA MedTech’s white paper.
Oct 15, 2025

As growth continues to plateau across many established medical device categories in the US and Europe, companies are increasingly turning to international markets and emerging product segments to fuel their next wave of expansion. But unlocking these opportunities—whether geographical or technological—is anything but straightforward. As growth continues to plateau across many established medical device categories in the US and Europe, companies are increasingly turning to international markets and emerging product segments to fuel their next wave of expansion. But unlocking these opportunities—whether geographical or technological—is anything but straightforward.

This white paper explores the concept of market sizing as it applies to both international expansion and emerging MedTech innovations. It highlights how well-executed sizing enables companies to identify untapped demand, prioritize product pipelines, and shape commercialization strategies across evolving markets.

What You’ll Learn

  • Why market sizing is a strategic imperative for MedTech innovators
  • Common pitfalls in assessing demand across devices and diagnostics
  • The foundational variables behind accurate market estimation
  • Real-world case studies showcasing data-driven decision making
  • How to transform market uncertainty into confident, actionable growth plans

Download this free white paper today and hit the CONTACT US button to speak with our experts.

Need to discuss market sizing?
Hit the CONTACT US button to arrange a consultation with an IQVIA MedTech expert.
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FAQ

Market sizing in the MedTech sector estimates the total revenue potential or demand for a device or diagnostic solution. It helps companies understand total addressable market (TAM), serviceable available market (SAM), and serviceable obtainable market (SOM) — critical for guiding investment, regulatory strategy, and market entry decisions across global regions such as the U.S., Europe, and Asia-Pacific.
IQVIA MedTech combines proprietary global datasets, such as Hospital Procedure Diagnosis (HPD) and MedTech Market Monitor (MMM), with primary market research and expert consulting. This integrated approach ensures precise market estimation, validated through real-world data and tailored to each region’s clinical, regulatory, and commercial realities.
IQVIA MedTech operates globally, with expertise across North America, Europe, Middle East and Africa (EMEA), and Asia-Pacific (APAC) markets. Our data and insights enable clients to evaluate opportunities in both mature markets (e.g., U.S., EU5) and emerging regions with limited secondary data.
To discuss your specific market sizing needs, contact our MedTech team using the CONTACT US button on this page, or email us at meddevice@iqvia.com. Our experts can design region-specific frameworks for your devices or diagnostics portfolio.

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