Everything you wanted to know about Go-to-market strategy in healthcare and were afraid to ask

A go-to-market (GTM) strategy is a comprehensive plan that includes all the actions required to effectively launch a product or service and generate the intended effects.

The main components of a good GTM strategy usually are:

  1. Target market: It’s critical to specify the product or service’s target market, including their demographics, demands, and preferences. This will make it easier to choose the methods and strategies that will reach and influence potential clients the most effectively.
  2. Value proposition: The GTM strategy has to make it obvious what the product or service’s distinctive value is to customers and how it satisfies their requirements and addresses their challenges. This is usually known as USP or Unique Selling Proposition.
  3. Channels: The GTM plan should outline the online and offline channels, such as retail outlets (e.g. in the case of healthcare consumer product), e-commerce platforms, and marketing campaigns, via which the product or service will be distributed and promoted.
  4. Marketing and sales initiatives: The GTM plan should include the marketing and sales initiatives that will be utilized to connect with and influence potential consumers, including strategies like public relations, personal selling, and advertising.
  5. Measurement and optimization: Metrics for gauging the success of the efforts and strategies for optimizing and modifying the strategy as necessary in light of the findings should be included in the GTM strategy.

What is the difference between GTM and Marketing mix?

The strategy for providing and advertising a product or service to customers is known as the “go-to-market” (GTM) strategy. The target market, value offer, channels, marketing and sales activities, as well as measurement and optimization plans, are all determined, as specified above.

The marketing mix, commonly referred to as the “4Ps,” is the collection of strategies and resources that a business use to market and sell its goods and services. The marketing mix is one part of a broader GTM strategy, and it focuses specifically on the tactics and tools that a company uses to promote and sell its products or services.

The 4Ps of the Marketing Mix are:

  • Product: This term relates to the actual item or service being provided, as well as any associated attributes, branding, and packaging.
  • Price: This refers to the method used to determine how much a product or service will cost in relation to its rivals and if discounts or promotions will be offered.
  • Place: This refers to the distribution channels, including both online and offline ones like retail stores and e-commerce platforms, via which the product or service will be sold.
  • Promotion: This describes the advertising, public relations, personal selling, and social media strategies used to reach and influence potential consumers.

What tools are there to help you create a powerful GTM strategy and Mix Marketing plan?

Now that we understand what GTM strategy and what Marketing Mix are and how they relate to each other, it is time to explore the tools and resources that can aid a you in creating a successful go-to-market (GTM) strategy and marketing mix. Some of these tools include:

Client personas: Based on actual data and research, they are fictitious, generic depictions of the target customer. Creating customer personas may help a founder better understand the wants and desires of the target market and produce a GTM strategy and marketing mix that is more successful.

Market research: Gathering information and insights on the target market, including its demographics, requirements, preferences, and habits, may be accomplished by doing market research. The creation of the GTM strategy and marketing mix can be informed by this activity. The data collected in this type of research is both quantitative and qualitative and there are various methodologies  and tools that you can employ, from searching online, through purchasing databases to interviews and much more.

Marketing automation tools: These programs may be used to automate and improve marketing activities including email campaigns, social media marketing, and ad targeting.

Customer relationship management (CRM) software may assist a founder in managing and tracking interactions with clients and prospects and using that information to guide GTM strategy and marketing mix decisions.

Marketing analytics tools: These tools may assist a founder in monitoring and evaluating the success of marketing initiatives and use the information to enhance and modify the GTM strategy and marketing mix.

In conclusion, having a solid grasp of the target market and the value proposition, as well as using data and research to guide and optimize the efforts, is the key to developing a successful GTM strategy and marketing mix.

Specific considerations in GTM Strategy when it comes to the healthcare industry

Everything we have discussed so far refers to the general characteristics and usage of both the GTM strategy and the Marketing Mix, for any product or service in any industry. However, when it comes to the healthcare market and launching medical products, there are a few more things to consider before you set out to create your GTM and Marketing Mix. These include:

  • Regulatory affairs: The healthcare sector is highly regulated, thus when creating a GTM plan it is crucial to comprehend and abide by all pertinent rules and regulations. It is advisable to employ the counsel of a regulatory expert.
  • Stakeholder participation: In the healthcare ecosystem, a wide range of stakeholders, including patients, providers (clinics, pharmacies, labs and more), payers, and regulatory agencies, may be included in the GTM process. When creating a GTM strategy, it’s crucial to take all these stakeholders’ demands and preferences into account. It is not enough to think of the customer personas.
  • Complex purchasing processes: The healthcare industry’s purchasing procedures can be intricate, including several factors and decision-makers. It’s crucial to comprehend the buying process and create a GTM plan that takes it into consideration. Market access is often impacted by price and reimbursement specificities according to your product and the local market you are trying to access.
  • Value proposal or USP: The value proposition in the healthcare sector may be based on variables including clinical efficacy, cost-effectiveness, and patient outcomes. To convince healthcare professionals and patients to accept a product or service, it is crucial to clearly explain the value it brings and highlight the risk/benefit ratio.
  • Channels: The healthcare industry uses a variety of channels, including professional conferences, trade magazines, and direct sales to hospitals and clinics, to reach and promote goods and services. Understanding these channels and how to use them successfully in a GTM plan are crucial.

Keep in mind that when it comes to product research, development, and launch—including, of course, GTM—the healthcare ecosystem, has its own distinct features and issues. To be effective, it is crucial to comprehend these traits and adjust the GTM approach accordingly.

Going it alone might be difficult for entrepreneurs since the healthcare sector is a highly regulated, complicated business with several players and factors to consider. Therefore, looking for a partner and/or consultant to assist with the GTM process may be advantageous.

Partners and consultants may bring a variety of expertise to the table, assist you in navigating the complexity of the healthcare business, and help them create a successful GTM strategy. Partners and consultants can also offer helpful connections and resources that can aid entrepreneurs in connecting with and persuading potential consumers.