Go-to-market product launch for a US medical imaging company

Challenge

When launching a new industry leading solution a US medical imaging company ($250m turnover) needed to drive awareness in the marketplace and arm its sales team with high impact pitching material.

Paul was engaged to create the go-to-market launch which included establishing the value proposition, developing the sales narrative, and creating the sales enablement material.

Project

With a technically complex imaging solution the principal challenge faced was communicating to customers in a clear and simple manner. Paul worked closely with the medical, technology and product teams to breakdown the offering and understand:

• Customer needs and pain points
• Solution's features and benefits
• Competitor offerings

He then developed a highly differentiated value proposition and sales narrative. The narrative included an educational section to educate customers about the possibilities of the new technology and the hidden risks of the status quo, before setting out the features and benefits of solution.

Collaborating with the design and marketing ops teams he then created the collateral, including a new webpage, sales deck and marketing brochure.

Result

The launch has generated awareness of the solution and engagement with potential customers:

• The website has seen significant traffic since launch
• The sales enablement material is used by the sales teams to pitch to customers

Key to the success of the project has been translating complex information into clear and compelling communications, along with aligning teams around a common narrative.

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