VISION SPRINT - GTM STRATEGY
Conduct in-depth research to build comprehensive outreach strategies to onboard new hospitals for a certification program in Middle East.
Healthcare
Design Sprint, Research
Ecosystem Map, Persona Map, Go-to-Market Strategy
Establish presence in the Middle East through relevant stakeholders and potential hospitals by conveying the importance of their Heart and Stroke Specialisation certifications.
The engagement was split in three phases:
Phase 01 : Design sprint with product and sales team focused on vision for Middle East market where we worked with the team to create an ecosystem map and potential product improvements to cater to a new market.
Phase 02 : Design Sprint with Business Development and Sales team focused on identifying the key strategies to enter the market.
Phase 03 : We conducted in-depth research with key stakeholders in major healthcare institutions across Middle East to understand the key deciding factors to select certification vendor for heart and stoke center.
Workshop
Context setting & understanding, Problem areas, Marketing analysis, Setting research objectives
Research
Surveys & interviews, Persona mapping, Online presence, objective & behaviour
Strategy
Offline initiatives & participation, Online content consumption, Digital solutions
Through the primary and secondary research conducted, we were able to identify core problem areas and the gaps that need to be addressed throughout the sales cycle.
Combining the insights we observed from the stakeholder interviews and the lack of targeted strategy, we followed the hero-hub-hygiene integrated strategy framework to build a persona-centered outreach plan for onboarding new hospitals in new markets.
