Situation:

A privately held emerging biotech company, with an innovative cancer detection test, retained Kineticos to assist them in effectively entering a competitive market while achieving an aggressive growth goal. The primary project objective was to help the company better understand the market opportunity and build a strategic, yet actionable Go-to-Market plan. 

Process:

Leveraging a bottom up pipeline study and a top down analysis of oncology therapeutics, Kineticos identified the market opportunity including size, growth rates and relevant trends.

In parallel, Kineticos gained valuable insights into customer perceptions and needs through conducting a customer needs assessment, which included a voice of customer survey and several KOL interviews. The findings of the customer assessment were combined with a pricing power review and competitor analysis and largely contributed to the development of a thoughtful Go-to-Market strategy.

Outcome:

The final report included a data-driven Go-to-Market strategy and a tactical commercial deployment plan, which included supporting the executive team with:

  • Sales/BD staff planning
  • Aligning compensation programs
  • Account targeting
  • Setting sales goals/objectives
  • Updating sales & marketing collateral
  • Implementing balanced scorecards for metrics tracking

The company leveraged the report’s insights and recommendations to quickly gain market acceptance and increase market share.

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