In my presentation, I was invited to explore a key aspect of IP-Strategy Development: Identifying the most important market players. Companies operate within a dynamic ecosystem of key players, including customers, suppliers, competitors, complementors, substitutors, regulators, and influencers. These entities interact not only with the company but also with each other, shaping market opportunities and threats. This interrelation aligns with Michael Porter’s Five Forces model, which emphasizes the relationships that determine competitive intensity and industry profitability.

A successful company must develop a robust competitive strategy that establishes its position and offers insights into economic drivers, costs, and differentiation. At the core of value creation are customers, whose needs drive innovation. Suppliers, while often shared among competitors, are critical for fostering innovation; maintaining strong relationships is vital for sustaining competitive advantage. Complementors enhance a company’s offerings, while competitors push for continuous innovation and efficiency. Substitutors provide alternatives that compete for consumer spending, influencing decisions. Regulators ensure product safety, and influencers shape public perception. Integrating these influences into a company’s strategy can be beneficial.

For my case study, and as a Portuguese professional in digital health, I have chosen SWORD Health, a company that is making a very interesting journey. The digital health industry has rapidly expanded, driven by remote care adoption, rising healthcare costs, and increasing demand for personalized medicine. SWORD’s primary competitor, Hinge Health, launched in 2017 with a first-mover advantage. Other competitors include Kaia Health and Omada Health. Despite the competition, SWORD capitalized on the pandemic-driven shift to digital health, in 2020, focusing on large employers and insurers seeking innovative MSK solutions.

SWORD relies on manufacturers of wearable devices and data infrastructure services as suppliers, able to partner with health systems, and providers to integrate its technology into patient care frameworks. Traditional physical therapy and at-home exercise programs serve as substitutes for SWORD’s offerings. Operating in a highly regulated sector, SWORD must meet strict certification requirements to be recognized as a medical device.

SWORD differentiates itself through patented IP and an outcome-based pricing model, where customers pay only when patients achieve recovery goals. Its competitive edge lies in advanced AI integration, patented sensor technology, and the use of licensed physical therapists rather than wellness coaches. With over 40 patents, SWORD ensures it remains a leader in this rapidly evolving sector. By delivering high-quality services backed by cutting-edge technology, SWORD has effectively transformed market challenges into opportunities, positioning itself as a frontrunner in digital healthcare.

About the author

Cláudia Louro, Senior Grants Manager at Kinetikos Health, is a Grants Manager with over 18 years of project management expertise, elevating ideas from concept to marketplace. Skilled in pre-award and post-award processes, optimizing grant acquisition and management. Extensive experience in participating and coordinating complex applications and fostering multinational collaborations, delivering impactful results.