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Commercialization and Channel Strategies
The Frankel Group has performed a broad range of strategic channel and customer-centric commercialization planning projects for both large as well as small companies alike. These projects range from the creation of Managed Markets strategies that support Brand Plans to specific account management/targeting to product positioning projects to price:demand modeling.
The importance of these strategies in driving EBITDA capture and, ultimately, market valuation of the company, often requires clients to strategically expand from a pipeline based approach to a commercialization based one. Yet, the capital and investment risks of creating these commercialization assets requires a careful assessment of both the timing and the structure of asset assembly.
Selected Channel and Customer Strategy development projects include the following:
Managed Markets Assessment and Strategy Development
A combination of secondary and primary research are used to determine the range of opportunities to leverage channel players to potentially support the overall brand strategy. Depending on the product the focus could be on managed care, trade customers, integrated delivery networks, buying groups, long term care, payer organizations (both public and private), employers, patients, etc. Often, with the alignment of objectives, channel players can be enlisted to supplement internal sales and marketing assets … allowing for more efficient deployment of capital and more effective market share capture.
Customer Segment Opportunity Analyses and Tactical Planning
Once the high priority account segments are identified, TFG can support our clients in mapping out the segment or account specific opportunities, strategic options for taking advantage of these opportunities and the tactical imperatives that may flow from the strategic options. Our intent is to push the envelop in our assessment of the range of strategies and tactics but recognize the need to be grounded, realistic and actionable.
Pricing Strategies and Price:Demand Modeling
Given the value proposition that our client and their products offer to their target customers, TFG can assist in optimizing the pricing decisions and support the business case for the product (or the portfolio of products) with robust financial forecasting, probability analyses, risk adjustments, and investment considerations.
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