How it began
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 in launching 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.
Why de Faire Medical chose Rove
The team weighed two traditional options:
- A cut-down quantitative study that proved expensive, slow and potentially unreliable.
- A “test and learn” approach with no pre-testing, which was 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 BeaT-2, plus access to potential distributors.
“Rove aligned perfectly with the problems small businesses face when operating in multiple markets without large budgets or large teams.”
What Rove delivered
1. Global market assessment & prioritisation
de Faire Medical conducted a broad scan across 10–12 potential markets, building a clear picture of market drivers, competitive landscapes, regulatory and commercial challenges, and which markets to prioritise first. The outputs gave the team confidence in their direction and improved conversations with existing distributors.
2. Distributor access & expanded conversations
Rove enabled more detailed, data-driven discussions with existing distributors and opened the door to new distributors the company hadn’t previously identified. The BeaT-2 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, and gave the business confidence to enter 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 in time, helping de Faire avoid substantial opportunity costs.
Results
- 10–12 markets assessed for BeaT-2 using Rove
- Distributor conversations expanded the pool of potential partners
- Estimated 10× 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
- A more selective, profitability-focused strategy for 2026 and beyond
“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.”
Alex Pitt, Commercial Director, de Faire Medical