Innovative Go to Market Strategy

Background

A global pharmaceutical company headquartered in Asia was launching the next get platform-based Digital Therapeutics (DTx) solution that offers patients and HCPs better value over the legacy options. The primary objective of the solution was to collect data in a self-sustained manner with an eye on creating a break-even business model, growing the market, and establishing the company’s leadership in the associated therapeutic space. Our client’s aim was to develop an innovative Go-To-Market strategy that would meet both primary and secondary objectives.

Approach

We applied the elements of our precedent-based methodology to study relevant DTx launches to date and assess conventional and innovative launch strategies side-by-side. The scope of the secondary research included both FDA-approved and non-FDA solutions launched on a stand-alone basis or in a strategic partnership mode.

Approach

Based on the key findings from our research, the Recombinators team identified the key elements of the commercial strategy that would address stakeholder-specific concerns. A quick precedent search helped to reveal relevant benchmarks and precedents that fostered novel thinking during an ideation session.

Output

An in-depth DTx launch analysis highlighted examples of successful GTM strategies, helped to identify key success factors and defined limitations for using conventional approaches in this emerging and rapidly evolving market space. We drafted a detailed patient journey map and identified elements of an integrated scorecard that should be used when measuring the success of the GTM strategy across four distinct groups of stakeholders. Over a dozen of breakthrough GTM solutions were proposed based on the key insights from 27 researched precedents.

Consultant Name

Andrey Meshcheryakov

05.31.2023

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