Strategic positioning

The “specialty medicine” branch of a pharmaceutical laboratory, which includes all the products intended for hospitals, wanted to develop its “beyond the pill” service offer for doctors.

We interviewed a panel of potential customers to understand their expectations of the services being considered, prioritized them to select the three most relevant in terms of value to customers but also in terms of the legitimacy of the pharmaceutical company.

For each selected service, we defined a strong value proposition, which allowed us to align the development of the new service with our client’s product, overall strategic positioning, as well as give meaning to its field teams.

A French region asked us the following question: how can we define a strategic positioning in health that generates value for the region’s players, is appealing to attract new activities and even new companies, and differentiates from other existing health clusters in France? To do this, we diagnosed the region’s strengths and weaknesses, carried out a benchmark of similar clusters in France and internationally in order to both differentiate ourselves from them and identify good practices to be replicated, and led a multi-stakeholder workshop at the regional level.

In the end, we came up with an original market positioning, combined with ambitious regional economic development goals, and co-constructed a roadmap shared with all the players involved.

The development of autonomous systems has been a strategic aspect for the aeronautics market for several years.

Alcimed assisted the management of an aeronautical equipment manufacturer in the choice of the best strategic positioning for autonomous vehicles. To do so, our team identified current technological developments, carried out a positioning study of direct competitors and other players along the value chain, and assessed its customers’ expectations and level of maturity in terms of autonomy.

Our exploration also looked at the limits from a regulatory and certification point of view to finally define a concrete action plan enabling our client to become a key player in tomorrow’s aviation solutions.

We assisted an industrial client in the development of its antimicrobial protection technology on a new market. Until then used in a variety of markets (food processing, textile industry, automotive, …) and for many applications, our client wanted to position its technology in the hygiene and health sector, finding a strategic positioning that would allow the company to establish itself in this new market.

After a detailed mapping of the value chains of the new targeted sectors and a competitive analysis, our team identified and co-selected with our client priority market segments, then tested the market receptivity, needs and expectations of prospects.

This comprehensive analysis allowed our client to decide on a strategy to prioritize its market approach: which segment, which sub-segment, in which order of priority,… and to build a value proposition and a commercial approach to differentiate itself from the competition.