Client: Level Motion
Consultant: James Grieve, CMC
Company Background
LEVEL Motion is a Canadian-based health technology company pioneering the next generation of digital rehabilitation tools. The company combines wearable motion sensors and smartphone-based camera analysis to enable real-time movement assessment, patient engagement, and data-driven insight. These technologies empower clinicians while making recovery more accessible, measurable, and personalized—especially for older adults and individuals recovering from injury at home.
Operating within the digital health and medical device industry, LEVEL Motion’s focus includes fall prevention, physical therapy, and remote therapeutic monitoring. The flagship product offers integrated solutions for allied health practitioners seeking to improve compliance, reduce recovery times, and engage patients more meaningfully. By combining clinical expertise with intuitive technology, LEVEL Motion delivers measurable value to both care providers and patients across therapeutic, preventative, and workplace care settings.
As a subsidiary of Cardon Rehabilitation & Medical Equipment Ltd., LEVEL Motion is backed by decades of trust and established relationships within Canada’s allied health sector. Cardon Rehab is recognized for its high-quality rehabilitation tools, training, and software systems that serve physiotherapists, chiropractors, kinesiologists, and occupational therapists. LEVEL Motion builds on this legacy to drive innovation at the intersection of clinical practice and digital health.
Details on the MAS Engagement
To support LEVEL Motion’s transition from product development to market execution, the company engaged the IRAP Management Advisory Services (MAS) program for a structured and strategic advisory engagement. The primary objective was to develop a comprehensive go-to-market strategy grounded in stakeholder insights, industry benchmarking, and operational feasibility. The engagement was also an opportunity to clarify LEVEL Motion’s market positioning and readiness for scale.
Key components of the engagement included:
Market SegmentatIon and Use-Case Evaluation:
A detailed assessment identified five high-priority market segments—Preventative Care, Therapeutic Care, Programmatic Exercise, Ongoing Care, and Remote Workers in Natural Resource Industries. Each was evaluated using a custom Feasibility, Desirability, and Viability (FDV) scoring framework to determine strategic fit and commercial opportunity.
Competitive Benchmarking and Differentiation:
LEVEL Motion was benchmarked against companies such as Hinge Health, Sword Health, and MedBridge to identify differentiation opportunities. This analysis highlighted LEVEL Motion’s broader clinical applicability and ability to integrate into practitioner workflows.
Product and Service Alignment Strategy:
A detailed alignment strategy ensured LEVEL Motion’s wearable and digital solutions were mapped to the specific pain points of clinicians, corporate wellness leaders, and patients. Emphasis was placed on EMR compatibility, user training, and data privacy standards.
Pricing Model Design:
Segment-specific pricing structures were developed to support predictable, scalable revenue models across different customer groups—including subscription-based pricing for employers and pay-per-use models for clinics.
Pilot Program Design:
A six-month pilot framework was created, targeting clinics, corporate wellness programs, and resource industry workers. The pilot included onboarding, implementation, and evaluation phases to capture performance data and feedback.
Partnership Strategy:
Recommendations were made to pursue strategic partnerships with industry associations, insurers, and academic institutions to accelerate credibility, distribution, and research validation.
Feedback Loop Mechanism:
A stakeholder feedback loop was introduced to ensure continuous product improvement based on real-world practitioner, patient, and corporate feedback—providing LEVEL Motion with a structured approach to ongoing refinement.
The engagement was highly collaborative, combining strategic insight with practical, implementable steps to position LEVEL Motion for near-term success and long-term scalability.
Outcome and Impact
The MAS engagement created clarity, direction, and a clear commercialization pathway for LEVEL Motion. The impact extended beyond strategy documents—it equipped the team with tactical tools, real-world insights, and scalable frameworks to support growth.
Highlights of the outcomes include:
Strategic Prioritization of Market Segments:
Using the FDV scoring model, LEVEL Motion identified Preventative Care and Therapeutic Care as highest-priority segments, offering strong ROI potential, alignment with product strengths, and scalable channels to market.
Validated Business Model with Real-World Use Cases:
Detailed pilot program recommendations and real-world scenarios helped LEVEL Motion define and test value propositions for clinics, corporate wellness providers, and remote employers—laying the foundation for sales enablement, case studies, and adoption metrics
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Segment-Tailored Pricing Models and Revenue Streams:
The introduction of flexible pricing models (subscription, pay-per-use, freemium, and revenue-sharing) provided LEVEL Motion with a toolkit to match pricing with buyer needs and reduce barriers to adoption.
Improved Product Messaging and Positioning:
Revised positioning statements and elevator pitches targeted to practitioners, patients, and employers enabled LEVEL Motion to clearly communicate its differentiators and benefits. These messages now serve as a foundation for marketing and sales collateral.
Operational Readiness and Risk Mitigation:
Recommendations were provided to support EMR system integration, customer onboarding, technical support, and data compliance—mitigating adoption risks and enhancing the user experience.
Partnerships for Market Credibility and Distribution:
A detailed partnership strategy identified professional associations, insurance providers, and academic institutions as key collaborators to validate product efficacy, scale access, and drive adoption through endorsement and incentives.
Foundation for Measurable ROI:
The project produced success metrics—including compliance rates, recovery time improvements, and absenteeism reduction—that LEVEL Motion can now use to demonstrate impact, build trust, and secure sales.
