CASE STUDY —
Zero to 80: Driving Demand for a New Liquid Biopsy Solution in the US Health Systems
A diagnostic company was preparing to launch a novel liquid biopsy test for colorectal cancer in the U.S. health system. They needed to build awareness, drive demand, and establish a commercial pipeline in a new and complex market.
OBJECTIVES —
Build a go-to-market strategy from scratch
Launch the product into Tier 1 and Tier 2 health systems
Drive qualified leads using account-based marketing
Generate a robust sales pipeline
STRATEGY AND APPROACH —
Market Segmentation and Targeting
Developed an ideal customer profile (ICP) and segmented health systems by size, geography, and diagnostic infrastructure.
Identified 200+ high-fit target accounts for focused outreach.
Messaging and Positioning
Crafted differentiated value messaging around addressing unmet needs, patient experience, performance, and operational efficiency, tailored to the needs of the clinical, operational, and financial stakeholders.
Created targeted content assets, e.g., use-case decks, EMR integration
Multi-Channel ABM Campaign —
Executed an integrated campaign via
Email
Personalized outreach by Key Account Managers
Thought leadership webinars
Direct outreach to executive leadership, e.g., CMO, Pop health leader, Dept head
Aligned sales and marketing efforts through shared KPIs and real-time feedback loops
CAMPAIGN LAUNCH AND ENGAGEMENT PROCESS —
Campaign Launch
Initiated the campaign within 90 days
>
Health Systems Engagement
Conducted tailored discussions with multiple health systems
>
Sales Enablement
Equipped the sales team with ABM playbooks and objection-handling content
>
High-Intent Leads Creation
Generated leads through content and KOM alignment
RESULTS —
90
Launched campaign within 90 days of kickoff
80+
Engaged health systems in active pipeline discussions
100%
Collaboration between sales and marketing teams to standardize processes