CASE STUDY
Cell & gene therapy technology - Paving new pathways
Our holistic approach, taking a patient’s perspective on these novel therapies, led to a value proposition that addressed the full value chain.
CLIENT
Global medical technology company
CHALLENGES
How do we ensure our value proposition addresses the disparate needs of customers at different stages of development (from academic research to the clinic)?
How do we bring new technologies to market in novel therapeutic areas where standards and best practice have yet to be defined?
Our work
Opportunity Identification
Mapped cell, patient, and stakeholder pathways and created a roadmap of needs, opportunities, and product & service development criteria.
Prioritization
Identified personas and carried out global qualitative market research generating insights about needs, priorities, and challenges.
Facilitation
Identified thought leaders, designed, organized, and facilitated an advisory board to determine key data needs to support standardization.
Strategy & Messaging
Developed and validated value propositions, product messages and hierarchy, delivering guidance for field representatives.
Our impact
The organization has a holistic and integrated view of stakeholder needs throughout the cell & gene therapy value chain.
Value propositions and a messaging architecture address the needs of customers delivering for patients across a complex commercial and market structure.
Product development and commercial teams have clarity on the product and service requirements for successful development and delivery of these novel therapies.