By assessing market landscapes, we provide clients with the knowledge and understanding to make optimal decisions and act with confidence. We create business and brand strategies based on evidence, including client-provided data, custom market research, secondary research, literature reviews, and policy analyses. We tap our network of experts to help navigate complex markets and anticipate the impact of new categories and new policies.
And we don’t stop at strategy. We offer road maps and assistance with implementation, because that’s the hard part!
Our Areas of Expertise
BUSINESS STRATEGY
-
Evaluate the current state, envision an improved future state, and create a strategy roadmap; cultivate organizational alignment; measure progress and course correct.
-
Reduce and manage risk of licensing/M&A decisions with market research and due diligence, including the regulatory, reimbursement, and competitive landscapes.
-
Assess the market, key stakeholders, competitors, and payment scenarios; segment customers (B2B or B2C) and recommend a commercial approach.
-
Assess the market and analyze the Five Forces to anticipate and influence market evolution and to improve positioning; leverage experience in dozens of diagnostic, therapeutic, and digital health categories; with deep expertise in areas such as cancer, cardiovascular disease, neurological disorders, diabetes, ESRD, rare diseases, biosimilars, genomics and personalized medicine.
MARKETING STRATEGY & RESEARCH
-
Create customer personas through interviews, workshops, and surveys; develop and test competitive positioning and messaging; understand customer journey, experience, and unmet needs.
-
Value Positioning: Develop and quantitatively test stakeholder messages about clinical and economic value. Test existing and new statements.
Competitive Positioning: Develop and quantitatively test statements that show differentiation, define the category, and provide a reason to believe. Test existing and new statements.
-
■ Identify drivers and barriers to uptake; develop and test engagement messages; measure attitudinal and behavioral impact with market research; optimize channels and messengers to influence opinion and motivate change; measure and monitor ad and campaign impact on brand OKR (e.g., awareness, attitudes, recommendation, etc.).
■ Identify and map influencers on brand awareness and purchase; interview thought leaders; survey decision makers; apply analytics to map the ecosystem; understand the KOLs and other sources of influence, including media and analysts; assess channel use and preference among key stakeholders; evaluate what role, if any, influencer campaigns should have in strategy.
-
■ Assess competitive pricing models (structure and level), understand price expectations, measure willingness-to-pay, and develop pricing strategy to optimize key results (e.g., health metrics, market share, revenue, or profits)
■ Assess the landscape to understand who the stakeholders are, where the risk lies, is it shared, and what thresholds of value must be met to be paid by employers, health plans, or consumers. Today’s environment is dynamic. As new technologies emerge, and value-based healthcare evolves, clients face an ongoing need to understand stakeholders’ willingness to bear risk and pay for products, services, and outcomes.
-
Based on business needs, define research methods, identify and interview market experts and influencers; design and conduct surveys of Patients, Physicians, NP/PAs, Health IT Decision Makers, Hospital Executives, and Payer Executives on a range of topics (e.g., attitudes, behavior, and what motivates change); generate insights, summarize business implications, and make strategic recommendations.
-
■ Identify drivers and barriers to strengthen reputation; develop messages, based on points of persuasion and reasons to believe; draft corporate or brand narratives; measure impact.
■ Create thought leadership content with available data (public sources; de-identified, client-owned data; original research).
POLICY
-
■ Conduct policy analyses; evaluate awareness of new payment models among physicians, payers, and health consumers; anticipate changes in the competitive landscape.
■ Assess the regulatory, payer, and competitive landscape and recommend GTM strategy.
-
Develop payer value proposition with value messages and supporting evidence, for public and private payer decision making.
-
Conduct budget impact or cost-in-use impact analyses for marketing purposes.
We have two new offerings for digital health companies from proven experts.
Click to learn more.
We rapidly establish custom consulting teams with technical expertise and resources.
