Areas of Focus
Go-To-Market Strategy and Org Planning
Taking your diagnostic technology and health innovation from concept to market is a daunting task. The difference between successful organizations and those that do not realize their potential often comes down to a failure to properly plan all aspects of the go-to-market strategy. We can help develop a comprehensive plan and focus on what will AND will not be part of the strategy to engage your target audience, create demand for your offering and realize the fulfillment. A key part of the go-to-market is an assessment of organizational and talent needs and sequencing when to bring these talents into the team. We can help you build and execute a mid-term commercial organizational plan to assist with proper resource allocation and to ensure the right skill sets are in place before they are needed.
Awareness and Demand Generation
A core part of a company’s go-to-market strategy is their marketing plan to create awareness and demand generation. Companies that embrace digital tools and commit to automate their customer engagement through the entire buyer’s journey see higher demand and much higher adoption than companies who rely only on traditional methods. Precision Health Strategy Partners can work with organizations to create a detailed content marketing program that focuses on nurturing the target customer through the awareness, consideration and fulfillment phases of that journey.
Portfolio Strategy and Planning
Organizations with innovative technologies face challenges in ultimately deciding the portfolio approach that will garner the most traction. How much time and money are invested to get a working prototype? What are the ultimate customer requirements? At Precision Health Strategy Partners, we assist organizations through the process of developing a mid- to long-term portfolio plans that will create an organizational vision of how their technology can access and grow served markets. We can also assess and provide guidance on the product development process (PDP), including building an agile and nimble PDP that leverage lean startup principles through the entire product design and launch process to maximize ROI. We can run VOC across target segments and synthesize learning’s into ranked customer needs that inform the portfolio choices.
Launch Preparation and Planning
Product or service launch is integral to the product development process as well as the go-to-market plan. Poor planning and under resourcing the launch are the single most common mistakes organizations make and often result in missing growth and adoption targets both of which can set back the entire organization. We have years of expertise in developing comprehensive and well-resourced launch processes that begin at the inception of product development and continue through the entire lifecycle of the product. It is a disciplined approach that touches the entire organization and ensure the resources and time committed to bring a product to market are rewarded with rapid market adoption and growth.
Branding, Messaging and Positioning
What does your brand say about your company or product? How can you develop a brand identity for your new product or technology? One of the biggest hurdles to market penetration is awareness. To reach your target audience and deliver a succinct message required a focused effort to build a differentiated position in the market vis a vis entrenched competition. We can provide a comprehensive brand assessment and work with your technical and commercial teams to develop guidelines for a differentiated brand and product message and positioning and a tactical plan to ensure consistency of message throughout your marketing and sales channels.
Pricing Strategy and Modeling
The single most important statement a company or brand can make about the value of its product is its price. The second most important aspect of pricing is that it must be rational in the eyes of the customer. It is imperative for organizations to develop a structured approach to pricing that aligns to its go-to-market goals. Equally important is aligning the strategy to sales and marketing initiatives and ensuring organizational understanding of how to handle the pricing and discounting questions to provide a rational and predictable approach for your customers. We can work with organizations as part of the overall go-to-market plan or on a case-by-case basis to develop a sound pricing approach and deployment strategy that lead to higher value deals and more consistent behavior across the commercial organization.