Go-to-Market Strategy Cases

CASE STUDY  ·  GO-TO-MARKET STRATEGY

MedTech  ·  Gastroenterology  ·  Go-to-Market Strategy ·  Commercial Transformation

THE CHALLENGE
A Nordic pharma company w/i gastroenterology was experiencing declining market share and slowing growth as competition intensified in an increasingly commoditized market driven by generics. The client needed a fact-based view of what was driving the decline, where the strongest growth opportunities existed and which commercial initiatives should be prioritised to return the business to growth.

WHAT WE DID
We conducted a comprehensive GTM assessment using our 5-step GTM model covering customer & market insights, value proposition, channel strategy, capabilities & infrastructure, and business case & roadmap. By combining sales and financial data with HCP and field force interviews, we identified three distinct growth pockets. Improved patient adherence emerged as the largest opportunity, while gaps in segmentation & targeting, performance management and sales time were limiting the commercial engine’s ability to capture growth.

FROM INSIGHTS TO A FOCUSED GROWTH ROADMAP
We translated the findings into a focused GTM roadmap with prioritised tactical levers across patient engagement, improved segmentation & targeting, stronger performance management and how to increase field force sales efficiency. Each tactical lever was supported by concrete activities, a clear implementation roadmap and an estimate of its contribution to revenue growth. The “all-in” business case showed potential to increase revenue by 17% vs baseline once the recommended GTM initiatives were fully implemented, giving the leadership team a clear plan for where to focus and how to return to growth.

IMPACT