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[Case Study] B2B Product Pricing Strategy

Personal Dosimeter Portal and Dashboard Pricing

1.0 Background

A personal dosimeter measures the cumulative dose of radiation received by persons wearing them. The company that supplies these badges analyzes them and then shares the dose received with the person/facilities. myLDR® is the online portal for managing radiation badges that comes free with all LANDAUER dosimetry services. LANDAUER first introduced my LDR portal in 2012. Over the years, the team at LANDAUER has been improving my LDR with more capabilities to make managing dosimetry as easy as possible.

1.1 What is the business problem we are trying to solve?

The goal is to consider a new pricing model for myLDR to generate revenue from the portal and support continuous investments in building features that make managing dosimetry easier for our customers.

1.2 Who are the main users of dosimeters and my LDR portal?

Healthcare facilities take up the majority of the dosimetry market and are the main customers of Landauer's business. Over 80% of US hospitals and medical facilities utilize dosimeters to monitor staff radiation exposure, which is estimated at 250k dosimeters* used annually in US hospitals. Other users of radiation dosimeters include nuclear energy, laboratories, the military, and emergency responders.

2.0 Competitor analysis

The two primary dosimetry service providers in the US are Landauer and Mirion. Mirion developed the Instadose®+ Dosimeter in 2015 and provided a similar portal, amp+, for customers to access their reports. As of Q3 2024, Fortive (Landauer's parent company) has 88% of the market share, whereas Mirion takes up about 12% in the US. On the portal, feature-wise, my LDR also provides Bulk Participant Management, Radfact™, and Signature Suite™, leading features that currently do not exist in the amp+ from Mirion. The customer portal's dominant market share and competitive features demonstrate the opportunity to roll out a new pricing model. See 5.0 Appendix.

3.0 Pricing Strategy

3.1 Understanding customer's Willingness To Pay

Surveys & Interviews: Collect feedback from existing customers on which features they value most.

Usage Data Analysis: Look at my LDR feature usage metrics to determine the most frequently used and critical functionalities.

Competitive Benchmarking: Compare pricing models from competitors like Mirion's amp+ and other SaaS-based compliance tools in healthcare and nuclear industries.

Conjoint analysis: A specialized type of survey in which respondents are asked to rank different bundled features. The responses then assign a numerical value to each feature (called a "part-worth") to determine consumers' preferences.

3.2 Pricing options (with recommendation)

Option 1: One-time license fee + maintenance fees for updates and support: No ongoing financial commitment for customers, but revenue is less predictable compared to subscriptions and requires continuous upselling of new features or upgrades.

(Recommended) Option 2: Subscription-Based model: A subscription model ensures a steady, predictable revenue stream rather than one-time sales. Helps with long-term financial planning and supports ongoing investment in platform improvements.

3.3 Proposed Strategy: Subscription-Based Model for myLDR

Plan Type

Description

[Assumption] Features

Price (Example)

Basic Plan

Includes essential compliance tools needed by all organizations.

Dosimeter tracking, standard compliance reports, Individual Dose Review (IDR), Unreturned Dosimeter Dashboard

Free

Premium Plan

Targets organizations needing more advanced compliance solutions, workflow automation, and efficiency improvements.

All Basic features + RadFacts™ analytics, Signature Suite™ digital compliance workflow, bulk participant management, multi-location

$Y per user/month (based on conjoint study)

There are no rows in this table

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4.0 FAQ

4.1 How might we convert customers from the free version to the upgraded paid version?

We should consistently market our new features to our customers. To encourage the adoption of the paid version, we could adopt a gradual transition strategy that offers a free trial of premium features, then introduce a freemium model where only advanced features require payment. For example: Allow hospitals to upload dosimeter data but require an upgrade for bulk participant management. Also implement an upgrade reminder campaign with email notifications or in the portal when users hit a limit. For example, reminding someone that they have reached the max of the tracked dosimeters and need to upgrade for unlimited tracking.

5.0 Appendix

5.1 Market Share

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Data Source: https://csimarket.com/stocks/compet_glance.php?code=MIR

5.2 Competitor feature comparison

Features

myLDR

Bulk Participant Management

Unreturned Dosimeter Dashboard

Individual Dose Review

Dosimetry Management Dashboard

Signature Suite™

There are no rows in this table

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