Challenge
New Pharma Company Lacking Commercial Engine to Drive Market Introduction and Expansion
For a new pharma client without a commercial team, the launch of its new liquid biopsy screening product lacked critical functions to support the expected growth of the product. After hiring new leadership and functional teams to focus on high-potential PCPs and pulmonologists, the client recognized their need to build a commercial engine to drive market introduction and expansion.
Having worked with Alexander Group on prior engagements, the client sought to leverage this existing relationship to gain deep market insights, build out the go-to-market strategy and deployment options and inform headcount sizing. Ultimately, the engagement’s objective was to create a blueprint for the GTM and how to drive growth within the first 12 to 18 months after launch. Additionally, the engagement included a VOC perspective to provide options for customer targeting while the product is in the pre-reimbursement phase.
Solution
Diagnosing and Identifying Viable Strategies
Alexander Group diagnosed the client’s current state by reviewing strategy and forecast documents and conducting interviews with senior leaders, target customers and experts. We also held a series of collaborative workshops to outline the go-to-market options and routes to market available to the client.
Full GTM Development
As a net new organization, the Alexander Group found that the project was distinctive from other engagements as it required a full go-to-market launch.
Impact
Throughout the engagement, Alexander Group was able to work with the client to develop a go-to-market strategy that outlined activities for pre-launch and post-launch. We also recommended prioritizing specific market segments like healthcare systems and membership medicine during their pre-reimbursement phase. Based on our diagnosis, we outlined a blueprint and operating model for covering the target segments, including the role design and headcount sizing. Thus, the immediate impact of this engagement was a hiring plan for the commercial organization and a targeting plan that could be implemented.
From here, Alexander Group provided actionable recommendations that could guide the client forward. For the next steps, it was recommended that the client continue to refine its value proposition and develop a pricing strategy and contracting framework, amongst others. Satisfied with this engagement, the client engaged Alexander Group for a subsequent forecast model and a detailed TAM model.
Industry-Leading GTM Expertise to Help Drive Sales Growth
For organizations looking to develop go-to-market strategies to drive growth, Alexander Group’s leading market expertise can help pharma companies build a strong foundation for success. Contact one of our pharma and life sciences experts to learn more.
About Alexander Group
Alexander Group understands your revenue growth challenges. Since 1985, we’ve served more than 3,000 companies across the globe. This experience gives us not only a highly sophisticated set of best practices to grow revenue—we also have a rich repository of unique industry data that informs all our recommendations. Aligning product, marketing, operations and finance efforts behind a successful sales organization takes insight and hard work. We help the world’s leading organizations build the right revenue vision, transform their organizations and deliver results.
© 2025 The Alexander Group, Inc.® (AGI)