Case Studies / Commercial & Digital Health Strategy
Developing positioning, targeting and training for a new value framework assessment tool
Challenge
A vendor to the life sciences industry was launching a new product focused on value assessment for emerging pharmaceuticals and sought guidance around positioning and appropriate target audience
Additionally, the company was looking for sales force training materials, coaching and adjustments to marketing collateral
Approach
Interviewed early adopter customers to solicit feedback about pain points and differentiation and benchmarked competitive offerings
Used ‘Pragmatic Marketing’ analysis to define relevant customer challenges addressed by the product and use cases
Generated training materials including proposed pitch and objection handlers; delivered training to 100-person sales team
Suggested changes to existing marketing materials
Results
The marketing analysis and sales force training was enthusiastically received
Our client expanded training efforts to include small group coaching and periodic check-ins to process customer feedback and refine approach
