Go-To-Market Strategy
Segmentation, Access, and Entry
Challenge: A $3B global analytics and digital solutions company identified the healthcare segment as a high priority growth segment to serve with very little focus and pockets of success that were not yet scalable. TKC was retained to take a fresh look at market segments, potential value propositions, and opportunities to differentiate.
Impact
After interviewing internal stakeholders, current and prospective customers, TKC recommended a call point that was currently not being utilized and delivered a very focused narrative and pitch deck, which are now being rolled out across the commercial team.
Pricing, Market Scan, and Competitive Leads
Challenge: The self-insured employer segment of the leading provider of diagnostic information services was disrupted by the COVID-19 global pandemic. As employees transitioned to remote work, onsite wellness screenings were no longer viable. A strategy for at-home wellness screenings deployed at scale was required. To ensure an optimized product market fit, TKC designed and delivered a comprehensive analysis to guide the product development efforts. First, we conducted an at-home diagnostic landscape that included synthesized insights from 25 interviews of the top US self-insured employers, industry KOLs, and disruptors.
Impact
The company is now rolling out this strategy as a viable alternative to onsite screenings as they continue to serve the self-insured employer segment with a new competitor advantage.
Messaging, Value Proposition, and Brand Voice
Challenge: Revamp the overall messaging strategy and architecture of a veterinary medicine diagnostic insights provider to become more competitively differentiated with a more compelling value proposition. After completing a competitive analysis, two rounds of voice-of-market interviews with current and prospective customers, and aligning with internal stakeholders, TKC developed a messaging architecture and brought it to life with a new brand voice, creating examples of website deployments, advertising, social media, a conference booth, etc.