Which Market and How?

Industry

Health Care

Client Profile

$7B Publicly Held Industry Leader

Situation

Challenged with increasingly intense competition and product commoditization, the client was faced with the need to more strongly differentiate itself within specific market segments to drive continued revenue growth (at higher than industry average margin) and protect and grow market share. The client was in the process of cultural change and lacked the in-house resources to conduct a disciplined market planning and strategy process within the marketing team. However, it was needed in order to support the effort of the sales team in moving forward with more focused segment efforts.

Solution

Developed two key strategic market plans for a total market opportunity in excess of $30B. Provided a complete market overview (sizing the opportunity, competitive positioning and detailed recommended marketing and promotion plan). Worked cross-functionally with members of the corporate team on behalf of the marketing organization to ensure participation, buy-in and support. Conducted primary and secondary research.

Results

Client was enabled to prioritize and allocate resources to focus its efforts on appropriate marketing effort in support of the sales team. It will also significantly improve brand awareness and the effectiveness of delivery of message to this segment. The client has also imported a disciplined methodology for use in future planning efforts and has begun to rationalize its existing promotional spending priorities.

Client Satisfaction

Extremely satisfied. This deliverable significantly sped up the timing of when such a plan could be completed. Existing segmentation and market sizing data did not exist. The market strategy and plan provided much needed depth of background and insight coupled with a detailed recommendation for implementation. Another project was immediately offered.