PRODUCT STRATEGY
Post-Launch Repositioning of Innovative Diagnostic
SITUATION
A diagnostic company aimed to reposition its product for detecting heart transplant rejection to overcome challenges in revenue growth post-launch. The standard of care before the product was a biopsy which is more expensive and has lower specificity and sensitivity in comparison. The senior Leadership of the company was interested in an evaluation of what needed to be done to change the company’s revenue trajectory after struggling post-launch.
OUR ROLE
To critically evaluate and understand the mismatch between product and market, we conducted in-depth interviews with stakeholders across the ecosystem, including those in the sales force, hospital administration, and surgeons. Leveraging these insights, we recommended a strategic pivot that promised greater impact and reach.
IMPACT
Using our recommendations, adjusted their commercial strategy, allowing physicians and other stakeholders to become familiar with the product and its advantages. The strategic shift resulted in significant revenue growth, doubling annual revenue for two consecutive years, and driving a notable increases in share price.
