Go-to-market strategy and implementation for a new medical device for a respiratory indication ​

• The company had developed a new medical technology for the treatment of highly prevalent respiratory indications​
• The company required an assessment of the market landscape/segmentation across priority global markets to inform strategic planning and global/country specific tactical plans for execution of a successful launch (based on the requirements to optimise the pricing & reimbursement opportunity, and drive optimal positioning/patient access) ​

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• Define the critical success factors for the global market access strategy/launch programme ​
• Define specific challenges/opportunities for the asset at the global and country level, and required mitigation​
• Assess the evidence generation required for relevant value demonstration to drive access/uptake for the technology​
• Define roadmaps for execution of global and country specific launch activities (for direct implementation by country specific local launch partners)​

• We undertook an extensive research programme with physicians, procurement and HTA/payer stakeholders detailing the market dynamics for the new device, and requirements to support the optimal clinical and commercial opportunity ​
• We developed a comprehensive go-to-market strategy based on the detailed analysis of the current/evolving market landscape, including the strategic/tactical requirements to achieve critical success factors at the global level and across individual markets ​

• The client received a detailed assessment of the market opportunity for the asset, critical success factors for global/country specific launch and a strategic/tactical plan for implementation  ​
• We provided a commercial forecast defining the optimal pricing potential across markets and the sensitivity of pricing/volume to potential tactics in the go-to-market strategy ​
• Global and country specific roadmaps were provided, detailing the actions (with a RACI matrix), timelines and resources/budget requirements for each activity within the launch programme (for direct implementation by country specific local launch partners)​