Support Simultaneous four-Product Global GTM Strategy

Tags: B2B, GTM, Sales Enablement, Downstream Product Marketing, Commercialization, Product Launch, Global, Voice of Customer

The Engagement

Craft A portfolio story, enable sales, and Streamline GTM

The Client

Fortune 500 global medical device company launching four products globally within the cardiovascular business unit across different therapy teams.

The SOW

Craft a product launch strategy with updated portfolio and pipeline messaging, asset creation, and sales enablement and training.

The Challenge

Craft portfolio messaging to simultaneously launch four products globally across three therapeutic teams with limited capacity.

The Global Marketing team, running on lean staff, was tasked with launching four products in a single year across three therapy teams. Each launch had to be carefully timed and coordinated, factoring in FDA clearance and regional approvals.

All the products were part of the cardiovascular business, but they had never been co-marketed as a portfolio of solutions before. This meant creating portfolio messaging, standardizing the look and feel, and providing sales teams with thorough training across multiple segments. Since each product was at a different stage of approval, many tasks were carried out at risk and prepared for staggered release.

The Game Plan

The first move was bringing the three therapeutic teams together to sync on a strategic plan. Even though all the products were co-indicated, they’d never been showcased as one portfolio for treating cardiovascular disease. With FDA clearance and global registration expected around the same time, it was the ideal moment to create strong messaging for the launch.

A detailed launch schedule was mapped out. The team identified each device’s competitive strengths and how they worked together, then established a unified brand style. This included gathering primary research to capture customer feedback on the devices and their reactions to marketing content.

Finally, they got the field ready to sell the portfolio as a platform instead of standalone devices, rolling out robust sales training and enablement backed by materials, assets, and demos.

Launching four products at the same time worldwide took careful planning and coordination, uniting multiple therapies to create product messaging and portfolio positioning. This groundbreaking cross-therapeutic collaboration had the potential to serve as a model for future projects.

Prioritized and staged product launches by geography and region

Developed product messaging and portfolio positioning to sell products individually and collectively

Met with sales training to establish potential objections and tactics

Sourced vendor to design demo packaging and drop-ship to prioritized sales regions across the US and Europe

Designed marketing assets and conducted primary market research to capture voice of customer on look, feel, and content

The Outcomes

The project wrapped up on time with launch timelines locked in and fresh portfolio messaging, marketing materials, sales training content, and uniquely packaged product demos delivered to the sales team. The company went all in on launch mode, debuting the upgraded portfolio at the next major industry conference, much to the excitement of their customers.

The Value Delivered

Enabled the client to create value for their customers by providing a streamlined co-indicated portfolio solution.

The client rolled out four products by fostering collaboration across different therapy areas to shape their portfolio messaging. They brought in an expert who knew the therapies, market, and challenges inside out, which made it easy to boost capacity quickly with little onboarding and without the expense of a full-time hire.

The new portfolio strategy resonated with customers. With a smoother process in place, they could plan procedures and order products more easily, knowing the company provided the full range of tools they needed.

Portfolio Messaging and Positioning

A clear and consistent messaging and positioning strategy for co-indicated and complementary products to simplify procedures and enhance treatment options.

Global Marketing Plan

Integrated multiple marketing plans from different teams to craft a cohesive global launch strategy with clear timelines and milestones.

Portfolio assets and collateral

Created co-branded materials for the portfolio and individual products, incorporating updated messaging and positioning for print collateral, ads, and digital media.

Sales Training content

Worked with the commercial excellence team to design and create sales training materials, including updated messaging, strategy, and objection handling.

Demo Products deployed

Created and shipped a multi-therapy display box, delivering it directly to the US and several regions across Europe.