Go to market
Alcimed assists its clients in the definition and implementation of their go to market strategies but also in their transformation, to successfully launch new products or services in existing markets or to penetrate new markets.
How we help you in your go to market strategy (GTM strategy)
Launching a new product or service on a market or penetrating a new market with an existing product or service requires rigorous strategic thinking! Especially since go to market strategies are today undergoing a rapid evolution and transformation to adapt to new market requirements (rejection of the historical sales and promotion model, changes in the needs of customers or prescribers, etc.) and to structural trends in our sectors (digitalization, impact of a crisis such as the Covid 19 one, etc.).
From the global strategic go to market vision to the resulting operational action plan, Alcimed supports its clients at all stages of their “go to market plan”:
- Mapping and analysis of the target market
- Definition of the target customers or consumers
- Definition of the value proposition
- Pricing strategy
- Marketing strategy and customer experience
- Distribution model
- Sales action plan
Our team assists you at each step to build your go to market strategy and successfully introduce your product or service on your target market.
Some examples of go to market projects for our clients
Go to market strategy (GTM strategy): launch of a medical device in France
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.
Customer experience and digital: rethinking a more digital sales approach in the oncology field
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.
Go to market plan: launch of a digital surgery platform
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.
Go to market strategy for a biopharma company: launch of a new treatment for a rare disease
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.
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- Business case
- Business development
- Business models
- Business plan
- Cluster study
- Collaborative projects
- Commercial strategy
- Competitive analysis
- Customer experience
- Dossier creation
- Due diligence
- Go to market
- Innovation process
- Innovation strategy
- Learning expedition
- Market access
- Market study
- New offers
- New services
- Open innovation
- Opportunity evaluation
- Patient pathway
- Product innovation
- Product launch
- Regulatory framework analysis
- Search for funding opportunities
- Search for partners
- State of the art
- Strategic audit
- Strategic foresight
- Strategic positioning
- Test and Learn
- Value proposition