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world leading in-vitro diagnostics brand intends to proactively launch new

product lines to tap into “greenfield” opportunities in Asia Pacific

client: Global IVD brand currently embarking on new Activity-based customer preference analysis –
innovative research & development program to develop Identify lab’s emphasis placed on different workflow
new product line for “greenfield” customer segment in Asia activities and existing work challenges
Pacific.

issue: The client knows that there will be new opportunity


to tap into new mid to low volume workload laboratory
segments in China and India in the next 5 years. However, Tas Tas Task
Task 1
the client is unclear about the adoption trends and k2 k3 4
potential barrier that could arise in penetrating the
segment. The client is interested to understand usage
trends and potential adoption patterns that may arise in Emphasis Task 1 Task 2 Task 3 Task 4
this nascent segment. placed by Xxx Xxx Xxx Xxx
lab Xxx Xxx Xxx Xxx
solution: Clearstate conducted in-depth key opinion
leader interviews to gauge what market leaders’ views of
new market dynamics and technology movements in this
Challenges Task 1 Task 2 Task 3 Task 4
segment. Comprehensive discrete choice analysis faced / Xxx Xxx Xxx Xxx
combined with an activity-based user analysis of a unmet Xxx Xxx Xxx Xxx
representative sample size of mid to low workload lab needs
users are applied to identify new penetration and adoption
trends.
Customer Task 1 Task 2 Task 3 Task 4
preference Xxx Xxx Xxx Xxx
outcome: Gaps that can potentially be converted into
and Xxx Xxx Xxx Xxx
market opportunities are identified through a thorough matching
user analysis. Clearstate advised on new trends that could product
features
potentially shape the targeted user segment in the next 5
years.

BRIDGING INTELLIGENCE GAPS IN HEALTHCARE


bridging intelligence gaps in healthcare
Established medical device supplier looking to track success of its business
development initiatives and develop strategies to further grow its business
client: Leading global medical device supplier in the in-
vitro diagnostics industry Client growth vis-à-vis market growth
Tracking impact of business development initiatives
issue: The Client is a global market leader and has a
strong presence in Asia Pacific. To assess the
effectiveness of its business development initiatives, the
client needs to track its market share and growth against Total
the entire market’s performance 180 addressable:
Total USD 1.3b
160 addressable:
solution: As the Client has products specific to certain USD 1.1b
Total
market segments, the market first needs to be addressable:
segmented into accessible and non-accessible segments 140 Total USD 1.0b
in order to accurately determine market share. The addressable:
Total USD 0.9b
market also needs to be tracked on a regular basis in 120 addressable:
USD 0.8b Others
order to effectively assess effectiveness and impact of
the various business development initiatives. 100 Others

Others
approach: In-depth discussions with the Client’s local 80 Others
offices to understand each individual market covered. Others
Clearstate approached the study using a two-pronged 60
approach to size market segments and estimate growth:
supply-side market views and demand-side consumption 40 Client
Client
characteristics were required to accurately size, segment Client share
Client Client share
and project growth. Each market was also approached share 33.1%
share share 31.9%
20 31.2%
differently to reflect the actual, unique market conditions 30.0% 30.8%
in each Asia Pacific market.
0
outcome: Client was able to better identify its success in 2004 2005 2006 2007 (f) 2008 (f)
penetrating each country and product segment and build
a targeted business development strategy.
BRIDGING INTELLIGENCE GAPS IN HEALTHCARE
Multinational biotech company competing in niche segments assessing
opportunities to expand its market coverage
client: Multinational supplier of biotech research Segment prioritization
instruments, targeting specific niche segment in the Attractive segments prioritized based on opportunity size,
applied science sector. potential growth, and Client’s ability to serve user needs

issue: As a niche player in the sector, the Client has a Low growth High growth
strong market position in the segments it competes in. High compatibility High compatibility
The Client intends to expand its market presence by
Priority
expanding its product line to compete in the other
segments
segments and needs to understand the market

Compatibility of user needs


characteristics, size and growth of the biotech research
segments.

solution: Clearstate launched an extensive and in-depth Secondary


size and segmentation study of the biotech research segments
segments, and also incorporated a user needs analysis
to identify the segments where user needs matched the
Clients abilities to serve that segment.

approach: The starting point of the research phase was Low priority
to gain a deep understanding of the Client’s products and segments
capabilities. Numerous in-depth discussions were held
with industry observers and regulatory bodies, biotech
instrument suppliers, as well as applied science
researchers to glean an unbiased and highly detailed Low growth High growth
understanding of the market opportunities for the Client. Low compatibility Low compatibility

outcome: Clearstate conducted a workshop with the


Client’s senior executives and developed an expansion Growth potential
plan on new market segments to be targeted. * Size of bubble indicates opportunity size

BRIDGING INTELLIGENCE GAPS IN HEALTHCARE


global pharmaceutical client needs to benchmark its performance against top 3
competitors to gauge its effectiveness in growing business in China for the past
3 years
client: Global pharmaceutical company but a relatively Company management forms the core of any
new player in entering the specific therapy segment in business success. Product, marketing and sales
China are instrumental areas that influences the level of
market penetration of a drug
issue: The client needs a benchmarking exercise to
gauge its performance vis-à-vis competition as well as to
identify areas of opportunities from competitor’s
weaknesses.

solution: Clearstate investigated four main areas of Product


competitors activities namely - Company Management,
Product portfolio management, Marketing and promotional
activities and Sales force management. A full-circle
primary research technique is employed to capture all Company
aspects of competitor activities. This includes obtaining Management
feedback directly from competitor sales and management
executives, physicians (customers), distributors Marketing
(intermediaries) as well as opinions of other competitors Sales
on a particular profiled company.

outcome: Assessed client’s performance vis-à-vis


competition based on a quantifiable matrix for each main
activity. Client is able to specifically identify key areas of
weakness and strength from the measurement matrix.
Clearstate also provided recommendations for the client to
potentially adopt to fend off competition and tap into areas
of weakness.

BRIDGING INTELLIGENCE GAPS IN HEALTHCARE


bridging intelligence gaps in healthcare
Medical equipment company developing a comprehensive annual marketing
communications plan that accurately targets and influences decision makers
client: Market leader in the medical equipment industry,
providing an diverse stable of products and services to
Purchase process flowchart
healthcare providers
Identifying leverage points in purchase process to target key
issue: With a wide range of medical equipment serving influencers and decision makers
different users in hospitals and other healthcare facilities,
the Client needs to present a uniform and standardized Tender
brand image. The Client is also looking to increase the Suppliers selection
committee
effectiveness of its marketing campaigns by focusing its KEY INFLUENCERS
Invitation for Consist of
marketing efforts on the key decision makers Tender
• Key opinion leaders
from various hospitals
(invited by the Ministry)
solution: The critical first step was to identify key • Hospital representatives
Purchase
Decision
influencers and decision makers in order to determine the
points of leverage. Clearstate proceeded to map out the
decision making process of these key influencers to Ministry of Health
understand their needs and personal drivers. Clearstate Health ministry
also studied how relevant information is delivered to the
Apply for Consist of Hospital
influencers and its effect on purchase behavior purchase • Hospital heads
permission • Purchasing department
approach: Key opinion leaders were interviewed to map Purchase Equipment
Purchasing
out the purchase process flowchart in each market. A department
Committee
comprehensive survey was conducted with the identified
influencers. Marcoms material from relevant marketing
Usually the dept heads
channels were assessed for their impact and competitor and senior dept doctors
Purchase
activity tracked in the marketing channels End users process
commenced
outcome: Clearstate worked closely with the Client to
structure a comprehensive marcom plan that is focused
on addressing the needs of the key decision makers and
influencers, and also in line with the overall brand strategy
BRIDGING INTELLIGENCE GAPS IN HEALTHCARE
Global pharmaceutical company faced with declining market share, looking to
identify the root cause and devise a national plan to reverse the trend
client: Major Asian pharmaceutical company with a
comprehensive drug portfolio and leadership in Identified best practice: distribution strategy
numerous markets and product segments.
Map of competitive distribution structure, incorporating
typical discounts offered and sales incentives programs
issue: Having been present in the China market for
some time, the Client has been unable to replicate its
success in China, while its competitors have gained Pharma suppliers
substantial market share. Clearstate was approached to
identify the root issues and reverse the trend. $ xx $ xx
x.x% x.x%
solution: Clearstate reviewed the Client’s business Tier 1 distributors
model in China and identified the distribution structure
and sales and marketing strategy to be the key areas for $ xx $ xx $ xx
x.x% x.x% x.x%
improvement. To ensure robust and fact-based strategic
recommendations, Clearstate conducted a competitor
study, to identify the industry best practices and Tier 2 distributors /
competitors’ key success factors. regional dealers
$ xx $ xx $ xx
approach: An extensive internal review of the client’s x.x% x.x% x.x%
operations was initially conducted, followed by in-depth Wholesalers
interviews with industry key opinion leaders in China, and
Typical Typical Typical Typical
$ xx Typical
a comprehensive study of the competitive practices in discount discount discount discount x.x% discount
distribution management and sales and marketing offered offered offered offered offered
:x.x% :x.x% :x.x% :x.x% :x.x%
practices.

outcome: With all the facts in hand, Clearstate Major


Other customer
benchmarked the Client’s distribution and marketing customer
accounts
strategy against industry best practices, and help to accounts
develop market specific distribution plan and a customer
targeted sales and marketing strategy.
BRIDGING INTELLIGENCE GAPS IN HEALTHCARE
Government agency assessing opportunities and developing market entry
strategies to the U.S. for consumer healthcare products companies
client: Asian government agency with the mission of helping
local companies grow and internationalize successfully
Market opportunities – current and future
issue: The Client needs to support the export efforts of local Identifying high-value and high-growth sub-segments in the
Consumer Healthcare enterprises and requires an in-depth U.S. Consumer Healthcare Products market
understanding of the U.S. Consumer Healthcare market.
CAGR
The ultimate objective is to identify opportunities and 100% Others Others
hereafter, craft market entry strategies for local companies Child OTC x.x%
Child OTC x.x%
intending to penetrate the U.S. market with their products 90% Skin care Skin care x.x%

solution: A three-phase research program was established 80% Digestive Digestive


by Clearstate. The first phase was to accurately size and x.x%
project growth of the various segments in order to correctly 70%
Cough, cold, Cough, cold,
identify opportunities. The second phase was to identify allergy allergy
x.x%
potential distribution partners and explore feasibility of tie- 60%
ups. The final phase was to facilitate a workshop for the x.x%
Analgesics
government agency and local companies to develop a long- 50% Analgesics
term export action plan for the industry.
40%
approach: Clearstate conducted high-level assessments of
local firms’ capabilities and performed in-depth discussions 30%
with industry stakeholders spread across the value-chain in
Vit./Diet. Suppl. x.x%
the U.S. 20% Vit./Diet. Suppl.

outcome: Based on the deeper understanding of 10%


opportunities and challenges in the U.S. consumer
healthcare products market, the client and was able to draw 0%
up a comprehensive road map to help local companies 2006 2010
export to the lucrative U.S. market.

BRIDGING INTELLIGENCE GAPS IN HEALTHCARE

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