Product Strategy to A Successful Launch

Industry Segment: Healthcare Technology – IDN, Group, and Individual Hospitals

Project Summary

This healthcare technology client came to GANI with a need to have a more comprehensive product marketing approach taken to a new minimum viable product (MVP) they’d created. We stepped in to lead the product launch planning and marketing messaging creation process and before the end of the fiscal year.

The Goal

The GANI team partnered with this client to provide a hybrid product and marketing strategy approach that included refining the messaging and positioning of the MVP software, researching the market potential, the competition, pricing, and outlining the buying process. Additionally, GANI was asked to manage the initial lead generation process to identify both new and cross-sell customers to generate revenue within 12 months of launch.

Our Process

Our team analyzed the client’s existing software against their competition to define a marketing approach and product launch strategy that would position the product’s success. During the competitive analysis phase, our team identified a few gaps in the MVP’s current features that could be improved to establish the product as a leader in the market.

We took the client’s internal team through a buyers-journey exercise to develop personas and outline a sales cycle which was fed by the beta testing our team lead for select current customers.

The Targets

We worked closely with the client to develop and brand the product and prior to launch, our team led the sales and account manager team training. Leading up to the launch the GANI team aligned with our client on target outcomes, including:

Perform a product launch before the end of the fiscal year
Execute a marketing strategy to generate at least 70 leads
Ensure a market-leading product was built by generating $200k in new revenue within 12 months of launch

The Results

The GANI team successfully launched this client’s product within 6 months from start to finish, beating revenue projections by 35%. Our client began the new fiscal year with a strong start, launching digital marketing and in-person sales efforts that generated 102 leads in Q1 alone that led to $284,000 in new revenue.