Market access and product commercialization should be at the heart of your business and product development process to set up a clear corporate strategy. The sooner the better, i.e. the market research for defining the pricing and value proposition, the market validation, the marketing plan for brand promotion, the market characterization process as well as the sales force roadmap should ideally be set in motion at least 2 years before the product launch.
Vivactis will conduct for you detailed market research studies to obtain the relevant and accurate data you will need prior to launching and marketing a product or a service. As healthcare specialists ourselves, we of course understand your market from inside and will therefore provide you with results focused on your current needs. We would also be only too glad to adapt our solutions to small players with limited resources or who need to outsource partially or completely their marketing/com activities.
BUSINESS CASES – Marketing strategies & market access
Context: A Swiss SME active in cosmetics needs to develop a marketing strategy to launch a new product on the European market.
Objective: Understand the specificities of the five main European markets, allowing the customer to expand its trade area Strategy:
Conduct an adequate number of market analyses to understand the specifics of the five main European markets
Assist our customer in adapting its communication tactics to the new product's specificities
Reinforce the scientific message by reviewing customer's data and making them “marketable”
Report re. the competition, analysis and market surveys
Detailed communication plan to launch the product in new markets (with objectives, targets, tactics per target, key messages per target, marketing material to be developed, timeline proposition and budget estimation)
Context: A local start-up in the field of Medtech wants to re-position its brand towards a novel diagnostic application
Objective: Make the healthcare professionals aware of the new positioning of the company Strategy:
Conduct market research for potential competitors in the field where the company intends to re-position itself
Identify the audience to be targeted by the communication flow and understand its needs and expectations
Identify adapted communication tactics and channels to reach out to the identified targets
Re-adapt the scientific message to the novel application
Report on the market & competition analysis
Brand strategy & recommendation: company's re-positioning (new vision, mission, slogan…)
Detailed marketing & com plan with new objectives, identified targets portrait, patient pathway, key messages per target, com tactics and channels per target, marketing material to be developed, timeline proposition and budget estimation
Development of a scientific file to engage KOLs and contact with KOLs to run clinical studies
Promotional material: promotional brochure, content for new section on the website, detailing scheme and detailing aid for the sales force
Context: An American (US East coast) SME has developed a diagnostic test to detect rapidly nosocomial infections. The company wants to open a new office in the Canton of Vaud to expand its market in Switzerland and asks Vivactis to develop a marketing and communication strategy to target healthcare professionals in the region.
Obtain visibility with local healthcare professionals
Establish collaborations with KOLs to run post-marketing clinical studies
Competition & target analysis
Re-branding workshop (1/2 day) with the management team
Development of a communication strategy to reach out to the local healthcare professionals active in infectious diseases (including identification of such professionals and participation in specialized conferences in Switzerland to increase the visibility of the company in the region)
Collect scientific data
Report on the competition & target analysis
List of KOLs
Results of the re-branding workshop (new vision, mission, objectives, value proposition…)
Updated scientific file for submission to KOLs in order to establish collaborations for future clinical studies in Switzerland
Brochure for healthcare professionals to make infectious disease specialists aware of the company's product
Brochure for non-professionals to make decision-makers within hospitals (e.g. heads of purchase departments) aware of the company's product
Booth material to present the company's product at local conferences.
Vivactis (Suisse) SA - Biopôle, Croisettes sect., SC-A building, Rte de la Corniche 4, 1066 Epalinges - Switzerland | Email: firstname.lastname@example.org | Phone: +41 21 311 62 73