How de Faire Medical accelerated
global market entry with Rove

de Faire Medical faced several constraints common to small and medium-sized international businesses:

• A need to explore multiple markets in parallel with a tight remit
• High risk associated with launching their product into new markets without robust data
• Difficulty securing reliable evidence for internal alignment and commercial strategy
• A need to move faster and more selectively across markets, channels, and brands

As Alex Pitt (Commercial director) explained, these challenges were heightened by the contrast with previous big pharma experience where large studies were possible, an approach simply not feasible for de Faire Medical.

de Faire Medical faced several constraints common to small and medium-sized international businesses:

1. A cut-down, traditional quantitative study. But this proved to still be expensive, slow, and potentially an unreliable option.
2. A “test and learn” approach with no pre-testing. But this was considered to be too risky for entering new markets.

Rove offered a middle ground: affordable, evidence-based insights that gave de Faire Medical clarity on where and how to launch B2, plus access to potential distributors.

Pitt summed up the appeal:

“Rove aligned perfectly with the problems small businesses face when operating in multiple markets
without large budgets or large teams.”

1. Global market assessment & prioritisation

Using Rove, de Faire Medical conducted a broad scan across 10–12 potential markets.

The platform helped them understand:

• Market drivers
• Competitive landscapes
• Regulatory and commercial challenges
• Which markets to prioritise first

The outputs gave the team confidence in their chosen direction and improved conversations with existing distributors.

2. Distributor access & expanded conversations

Rove enabled more detailed, data-driven discussions with de Faire Medical’s existing distributors, and it also opened the door to outreach with new distributors the company hadn’t previously identified. With the platform’s market insights, the B2 story became far more robust and compelling when shared with partners.

3. Internal alignment & investment confidence

The quantitative outputs were essential for driving internal prioritisation and aligning the owners behind the global roll-out of BeaT-2. They also ensured the business felt confident entering a completely new category.

4. Significant time and cost savings

Pitt estimated that obtaining similar data without Rove would have been ten times more expensive, much slower, and possibly still not delivered by the time they needed it. Rove’s speed and clarity therefore helped de Faire avoid substantial opportunity costs.

• 10–12 markets assessed for BeaT-2 using Rove
• Distributor conversations expanded potential partners
• Estimated 10x cost reduction vs. equivalent traditional research
• Market entry decisions made faster and with greater confidence
• Clear internal alignment on BeaT-2’s global roll-out
• More selective and profitability-focused business strategy for 2026 and beyond

According to Pitt, without Rove, de Faire would have moved slower across fewer markets, pitched with far less confidence, and had only a couple of potential distributors to engage with. Key decisions around packaging and positioning would have relied much more on gut feel, and overall timelines for launching B2 would have at least doubled.

Pitt offered this guidance for similar businesses in the same position:

“Small and medium-sized companies with international reach struggle most with bandwidth and
finding reliable evidence to build commercial strategies. Rove has been an essential partner, giving us
the clarity and confidence needed to make strong decisions in a new category.”