Strategy development

Product

A small medications transparency start-up company, MedSavvy, initially engaged me to develop their marketing plan to sell directly to consumers.

Onboarding with the innovators. First, I needed to quickly absorb as much as possible from the Director of Innovation, and other analysts, who had done the initial research and justification to help start the company.
Market research & competitor analysis. Once I had reviewed the in-house research, and after many meetings with the Director and CEO, I set about refreshing the research on current competitors, sampled their products, and performed SWOT analyses on each competitor.
Marketing plan and budget. I considered our product carefully and realistically and then wrote a 12-month DTC marketing plan to differentiate ourselves in the space and reach the D2C audience.
Team and stakeholder engagement. Then, I presented the plan to the 20+ team members and the CEO for their input and feedback.

Indecision. The startup was owned by a large parent company. Although not involved on a daily basis, we were given different directions - chase that market (such as providers), then told to pull back shortly thereafter.
Budget. Initially, we (and I) were expecting a several million dollar budget to promote this web-based product and service to consumers. The budget never came through and the D2C market approach was canceled.

Leveraged market research in the B2B2C product. Although my marketing plan was intended for the D2C audience, I leveraged what I had learned about our competition. I collaborated with our dedicated team and our UX/UI designer to build a digital medication management product, with innovative features, for the B2B2C market.