Passion.
- Health
- Innovative Technology
Practice.
- Advisory
- Strategy Development
- Alliance Building
Scope: USA
The Opportunity
Confident Strategy Group was commissioned to develop a strategic PR plan for a consumer health product that addressed menopausal symptoms. The product has been on the market for several years, has clinical evidence, and was invented by several clinicians who are experts. However, it failed to impact the market, and the low access meant that it could not achieve its initial goals of enabling access for women everywhere. It became clear upon further research that there was an opportunity to go beyond PR and address the strategic and operational plans of the business, as well as develop a marketing plan for the company. We worked with a strategic marketing expert to address the planning and branding gaps. CSG has extensive experience in menopausal health. The CEO previously served as the marketing and business lead for menopause at a biopharmaceutical company, where she implemented an innovative pricing strategy with external stakeholders (government, thought leaders, insurance companies). This strategy is still in use today and has improved market access for women.
The Solution
Over several months, our team meticulously developed a comprehensive five-year strategic and operational plan for the business. This plan outlined the objectives and prompted a thorough reassessment of key areas, including branding, distribution channels, the innovative product pipeline, and the various strategic options available to the business. This detailed plan was presented to the board members, who reviewed and approved each component, reflecting their confidence in our direction.
Following the board’s endorsement, we leveraged our expertise in project management, alliance building, market access strategies, and effective communication to execute the plan seamlessly. We ensured that all initiatives were delivered on time and within budget, closely monitoring progress across each area of focus.
These foundational components have now set the stage for pursuing the business’s current strategic option, enabling it to navigate the market effectively while positioning it for sustained growth and competitive advantage. Every step taken was geared towards aligning operational capabilities with the long-term vision, ensuring the business is well-prepared to meet current and future challenges.