Successes
Our Outcomes
Building a Commercial Access Strategy
An emerging medical device company had developed an innovative technology but lacked a scalable strategy to penetrate large health systems and integrated delivery networks (IDNs) and Group Purchasing Organizations (GPOs). The organization had limited access to enterprise decision-makers, no formal strategic accounts function, inconsistent pricing and contracting practices, and minimal engagement with corporate IDNs and Group Purchasing Organizations (GPOs). Sales efforts were primarily driven by individual physician relationships, making it difficult to achieve system-wide adoption and sustainable growth.
Our Approach
Partnering closely with executive leadership, we designed and implemented a comprehensive commercial accounts strategy focused on expanding enterprise market access and creating long-term scalability.
- Developing the company’s enterprise accounts strategy and organizational structure.
- Creating and leading the strategic accounts function.
- Designing a GPO and IDN engagement strategy aligned with the company’s growth objectives.
- Negotiating all major GPO agreements to improve contracting access and strengthen the company’s competitive position.
- Building executive relationships with health system supply chain leaders, value analysis committees, and physician champions.
- Collaborating with sales, marketing, clinical, and executive leadership to align commercial initiatives and accelerate customer adoption.
- Positioning the company’s clinical and economic value proposition to support value-based purchasing decisions and enterprise-wide conversions.
- Serving as the strategic liaison between customers and executive leadership to ensure customer needs informed commercial strategy and market expansion.
The Outcome
The engagement transformed the company’s enterprise commercialization strategy and established the foundation for sustained growth.
- Achieved 433% company growth over five years, driven in large part by expanded GPO contracting and strategic account execution.Successfully negotiated all major GPO agreements, significantly increasing market access and contracting opportunities.
- Expanded adoption within large health systems through executive engagement and strategic account planning.
- Built a scalable strategic accounts organization capable of supporting continued growth.
- Improved alignment across commercial, clinical, and executive teams, enabling more effective execution within complex healthcare systems.
- Contributed to a culture of strategic account management that shifted the organization from transactional selling to enterprise partnership development.
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