The challenge
As a leader in medical technology, our client had successfully raised over $350m in private investment over the past decade to develop a state-of-the-art, portable, at-home dialysis machine. Despite this, initial sales in the US and UK markets were lagging, prompting an urgent need to identify immediate revenue opportunities.
The Chief Commercial Officer (CCO) wanted to refine their approach to market penetration and growth. He worked with us to develop clear and compelling value propositions and sales narratives that would resonate with potential and varied customer groups to address the urgent need to boost revenue.
The impact
- Rapid identification and evaluation of the highest potential customer segments.
- Development of collateral that resonated with these target segments, fostering confidence in sales engagements.
- A differentiated approach to customer engagement, focusing on speaking the customers’ language rather than merely highlighting product features, thus setting them apart from competitors.
- A flexible narrative that could be utilised across various marketing channels and activities.
