Go-to-market

Our team assisted a world leader in the healthcare field in defining its go to market strategy for the launch of a new medical device in France.

By understanding the market context, analyzing the expectations of users and buyers, and by conducting a thorough study of competing strategies, our team helped our client define its go to market plan and more specifically: the marketing positioning and the value proposition of its product, the most appropriate distribution model, the best targeting prioritization, up to the definition of a specific sales pitch that differentiates from competing offers.

We supported a leading player in the pharmaceutical industry in redesigning its sales approach towards prescribers to make it more digital.

The Covid-19 crisis having strongly impacted the usual interactions of the sales force with doctors, our client wanted to rethink its entire go to market approach on the ‘customer experience’ part to develop a new approach, entirely digital, and differentiating from the competition.

By identifying trends and benchmarking non-pharmaceutical players in their digital sales approach, and by analyzing the receptivity of physicians to the pre-identified ideas, we helped our client’s sales and marketing teams to define their new ‘customer experience’, from inspiration to the implementation of new practices within the field team.

Preparing the launch in Europe of the digital surgery platform of a leading player in the medical device industry. Our client’s ‘go to market plan’ included uncertainties as to which players to target.

Through a detailed mapping of the key players involved in the purchase and integration of such robotic solutions (in and around the hospital), and by analyzing their levels of influence, Alcimed enabled its client to finalize its go to market strategy and to train the sales and marketing teams of each European country on its go to market plan.

Our team supported a biopharmaceutical company specialized in ARNI (Angiontensin Receptor Neprilysin Inhibitor) treatments in the preparation of the launch of a new treatment for a rare genetic disease.

To finalize its go to market strategy, our client needed to better understand each of the first countries in which the product was to be launched. Our team conducted investigations in each country to understand the patient journey, map experts and centers of excellence, understand the level of knowledge of the disease, decipher the care pathway and existing treatments, and estimate the number of patients subject to treatment in each of these countries.

The results of our analysis enabled our client to refine its go to market strategy for each country and to define the levers to be used to successfully enter these markets. Following this first project, our client decided to renew the experience and to trust our team to explore a total of 28 countries for nearly 3 years.

Our team supported an international animal health pharmaceutical player to define their go-to-market model for their animal health portfolio in Indonesia.

To help our client with developing their go-to-market model, we explored approaches developed by their competitors, investigated guidance and requirements from regulators, and hints at what are the best approaches to engage with their customers. We also dived into the customer perspective on their unmed needs and differentiating expectations via interviews with some selected customers.

In the end, we were able to increase our client’s understanding of their customers’ preferences and key market insights to best select which go-to-market model was most aligned with our client’s capabilities and strategy.

We supported a pharmaceutical player to develop their go-to-market strategy for the launch of their new myopia control product in Australia and Italy.

To help our client prepare their go-to-market strategy we conducted several interviews with relevant players in the field in those two countries to gain insight on the myopia market. Following this, our team conducted a creative workshop session and working sessions with our client to present the country outcomes and draft the first elements of their go-to-market strategy.

Through our work, our client gained an in-depth understanding of the current products on the market, decision drivers for eye care professionals to choose for a product, and insights on how to position their new product for a successful launch.

We helped a leading pharmaceutical company to develop a strategy for the launch of two new radiopharmaceutical products.

To this end, our teams carried out an in-depth analysis of competing radiopharmaceutical treatments and their use on the market (profiles of patients and specialists prescribing them, typology of centers using them). This analysis highlighted the obstacles to prescribing, the expected results of these treatments, and enabled the identification of the differentiating features of our customer’s products. Finally, we analyzed the economic potential of radiopharmaceutical treatments (level of reimbursement, average cost per patient, etc.) and defined a positioning consistent with market reality and our customer’s objectives.

Ultimately, our project enabled our client to define its clinical development roadmap for its two radiopharmaceutical products, their strategic positioning and an appropriate commercial strategy for launching them on the market.