Growth Strategy Consulting
Market Landscape · Go-to-Market · Commercialization · Market AccessMA360i accompanies health innovators across diagnostics, medical devices, life science tools, and digital health at every stage of the commercial journey — with payor intelligence embedded at every step.
The Six-Stage Growth Strategy Framework
Market Landscape
Opportunity Prioritization
Product-Market Fit
Go-to-Market
Commercial Roadmap
Market Access
Market Assessment Landscape
A rigorous baseline that defines the competitive, clinical, and customer environment your product must navigate.
Why It Matters
New technologies most often fail commercially not because of poor science but because the market was misread. A rigorous landscape assessment de-risks investment, aligns internal teams, and creates the shared fact base on which winning strategies are built.
What We Do
We conduct a comprehensive analysis of your target market, mapping the competitive field, characterizing the clinical landscape and standards of care, sizing market segments, profiling key customer archetypes, and identifying structural trends that will shape the opportunity over the next three to five years. We combine primary research (KOL interviews, payor discussions, customer surveys) with secondary evidence to build a fact base that underpins every downstream strategic decision.
Deliverables
- Competitive landscape analysis: positioning, evidence, pricing, and share
- Clinical landscape: current standards of care, unmet needs, and treatment gaps
- Market sizing and segmentation: TAM, SAM, and serviceable patient and customer segments
- Stakeholder mapping: decision-makers, influencers, and gatekeepers across the care pathway
- Technology and regulatory trend assessment
Opportunity Prioritization
A structured framework to identify, score, and sequence your highest-value strategic opportunities.
Why It Matters
Resource constraints demand disciplined focus. The most common failure mode in health innovation commercialization is pursuing too many opportunities simultaneously, diluting investment and slowing time to revenue. MA360i’s payor lens adds a reimbursement reality check that makes prioritization decisions both sharper and more defensible.
What We Do
We develop a customized prioritization framework that evaluates your strategic options across indications, geographies, customer segments, product configurations, or business models, assessed on dimensions of market attractiveness, competitive advantage, clinical feasibility, and reimbursement access. We apply weighted scoring, scenario analysis, and financial modeling to rank opportunities and build a clear investment rationale.
Deliverables
- Opportunity identification and mapping across indications, segments, and geographies
- Multi-criteria scoring framework: attractiveness, feasibility, competitive position, and access
- Reimbursement feasibility overlay: coverage probability and pathway assessment
- Scenario modeling: base, upside, and downside cases for each opportunity
- Priority opportunity profiles: narrative and quantitative case for each recommended path
- Board-ready opportunity prioritization presentation
Product-Market Fit Strategy
Define the target product profile, identify fit gaps, and build the evidence and development roadmap to close them.
Why It Matters
Products that launch without a clear understanding of their fit with clinical, operational, and payor requirements routinely underperform revenue expectations. Product-market fit strategy front-loads this analysis so development and commercial investments are made with confidence, not hope.
What We Do
We conduct primary research with clinicians, payors, lab directors, hospital administrators, and patients to characterize what the market actually requires in terms of clinical performance, usability, workflow integration, evidence, and price-value. We benchmark the current product against these requirements, identify where gaps exist, and develop a prioritized roadmap of product adjustments, evidence generation activities, and positioning refinements needed to achieve strong market fit before or after launch.
Deliverables
- Target Product Profile (TPP) development: performance thresholds, required features, evidence requirements
- Voice-of-customer research: qualitative interviews and quantitative surveys across all key stakeholders
- Payor evidence requirements: what clinical and economic data is required for coverage and formulary access
- Product gap analysis: current state vs. required state across clinical, operational, and economic dimensions
- Evidence generation strategy: what studies, publications, and data packages are needed
- Product-market fit report and strategic recommendations
Go-to-Market Strategy
A complete commercial blueprint: who you sell to, through what channels, with what value message, in what launch sequence.
Why It Matters
New health technologies most often miss revenue expectations when there is not a clear understanding of stakeholder buying processes, reimbursement and business models, and ideal customer profiles. MA360i’s embedded payor expertise means GTM strategy is built around coverage reality, not reverse-engineered after the fact.
What We Do
We develop the end-to-end go-to-market strategy for your product, defining target customer segments, prioritizing accounts and geographies for launch, establishing the channel and distribution model, articulating differentiated value propositions for each stakeholder, and integrating payor strategy as a core commercial pillar. We build launch sequencing tied to reimbursement milestones, evidence availability, and competitive windows.
Deliverables
- Customer segmentation and ideal customer profile (ICP) definition
- Account and geography prioritization for launch
- Channel and distribution model evaluation
- Stakeholder-specific value propositions: physician, hospital, lab, payor, and patient
- Reimbursement-integrated launch sequencing: what to sell, where, and when
- Competitive positioning and differentiation strategy
- Launch investment roadmap with key milestones and P&L implications
Commercial Roadmap
From strategy to execution: a sequenced plan with milestones, investment priorities, and accountability frameworks.
Why It Matters
Strategy without a roadmap is just intention. The Commercial Roadmap is what turns analytical work into organizational action, and what makes the difference between a plan that sits in a slide deck and one that drives real commercial momentum. MA360i’s reimbursement expertise ensures the timeline is grounded in market access reality, not wishful thinking.
What We Do
We synthesize the outputs of market landscape, opportunity prioritization, product-market fit, and GTM strategy into an integrated, time-bound Commercial Roadmap. This roadmap defines the key strategic initiatives, investment requirements, organizational capabilities, and sequential milestones required to achieve commercial goals, anchored to realistic reimbursement and market access timelines. We build financial models that project revenue and cost under multiple scenarios.
Deliverables
- Integrated commercial roadmap: phased initiatives with timeline, owner, and KPIs
- Market access milestone integration: coding, coverage, and reimbursement events on the commercial timeline
- Revenue and P&L model: base, upside, and downside scenarios with key assumptions
- Investment prioritization: where to spend, when, and why
- Organizational readiness assessment: what capabilities are needed and when
- Board- or investor-ready strategy deck and financial narrative
Market Access and Reimbursement Strategy
MA360i’s core expertise across 10 service areas.
This is MA360i’s home territory, positioned as the culminating stage of a deliberate growth strategy continuum rather than an isolated tactical service. Clients who engage MA360i earlier in the lifecycle naturally progress to this stage with a much clearer strategy and higher-quality inputs.
Payor constraints are the most common reason commercially promising products underperform. By integrating market access strategy early, MA360i clients avoid the costly delays that come from discovering reimbursement barriers at launch.
Market Access and Reimbursement Services
Conduct Deep, Foundational Market Access and Reimbursement Analyses and Assessments
Assessments form the basis of actionable strategies for coverage, coding, contracting, reimbursement, pricing, and evidence.
Map Critical Reimbursement Processes
Process mapping helps maintain or accelerate strategic commercialization milestones by clarifying where, how, and when reimbursement decisions are made.
Support the Creation of an Evidence Development Strategy
A structured assessment of the clinical evidence landscape and its coverage implications.
Coding Strategy
Identify applicable CPT, ICD-10, HCPCS Level II, and PLA codes; assess payment adequacy; and develop a new code acquisition strategy.
Develop and Shape Value Messaging
Craft payor-specific value propositions that speak to payors, laboratory benefit management companies, and Medical Societies.
Understand Payors and Help Them Solve Their Challenges
Payor market research surveys, interviews, and advisory boards to develop payor-centric strategies.
Develop Medical Policy
Navigate National Coverage Decisions (NCD), Local Coverage Decisions (LCD), and commercial medical policies.
Regulatory Paths Strategy Decision Support
Develop regulatory pathway strategy with full consideration of market access and reimbursement implications.
Craft Investor Communications
Build a strong, foundational understanding of how your product will be reimbursed for investor audiences.
Develop and Conduct Market Access and Reimbursement Training
Equip commercial, medical, and cross-functional teams with a deep understanding of the market.
What Makes MA360i Different
Payor-First Perspective
We view every stage of our growth strategy through the lens of market access reality. Payor intelligence is embedded in every engagement, from landscape to launch.
Decision Support at Every Stage
Our proprietary decision support platforms and data assets inform every engagement, giving clients the benefit of both consulting expertise and structured payer intelligence.
Market Access as a Strategic Input, Not a Downstream Fix
Reimbursement planning is integrated early, during opportunity prioritization, product-market fit, and GTM design, so coverage barriers are identified before they become launch obstacles.
Cross-Sector Breadth, Market Access Depth
Our payor and reimbursement expertise is purpose-built for diagnostics, medical devices, digital health, and life science tools.