Building a Commercial Strategy for a Breakthrough Launch

A global player in the healthcare space aimed to launch a novel technology that would create an entirely new sub-category within its market. While the product was defined, the company faced challenges in building a commercial strategy to support the launch. The organization needed to define where to play and how to win, and what it takes to launch successfully.

Developing a Winning Go-to-Market Strategy

To address these challenges, a robust go-to-market strategy was developed. This included a detailed assessment of market opportunities, defining the ideal customer types, use cases, and target audiences. Using these insights, the value proposition was crafted to resonate with customer needs, stand out from competitors, and be backed by solid substantiation. A value-based pricing strategy was established, striking a balance between the new technology and the company’s existing solutions portfolio.

Crafting a Launch Strategy based on Cross-Functional and Global Alignment

The launch strategy incorporated a cross-functional, cross-channel, and global approach. An omnichannel marketing campaign was designed to drive awareness and adoption, while sales teams were trained to effectively communicate the solution’s value. Additionally, a thought leadership strategy was developed and integrated into the campaigns, positioning the company as a pioneer in its industry.

Comprehensive Execution allows Successful Launch

This comprehensive approach ensured a successful market entry for the groundbreaking solution, equipping the company with the tools and strategies needed to dominate a newly created market segment and achieve sustained commercial success.