Goal: Create a Digital Tool to Drive Strong Market Positioning in a New Industry Sector
A Fortune 100 healthcare client is entering a new industry business segment. The client has few and nascent relationships with segment healthcare providers who makeup the core of their stakeholders. The client needs to rapidly establish a credible relationship with these stakeholders to support business building.
Myrtle Potter & Company developed a multi-prong market entry strategy that included the de novo development of a custom digital customer engagement product that was used by the sales force to drive improved customer engagement, service and sales and was debuted at ASCO.
Goal achieved. The digital product helped the client establish its market presence at ASCO and accelerated the development of relationships with key oncologists. The digital product has been expanded to other divisions of the client.