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Before we start…
Disclaimer
- GTM strategies for a new product launch within an existing community to increase breadth of usage typically require in-depth context and insights about the user behaviour.
- Since these kind of insights haven’t been specifically discussed and given the limited time, this GTM assumes a lot of data for the consumer understanding of the medical practitioner community that Knya serves.
- Alternatively, with an in-depth understanding of the user community and their behaviour within the Knya ecosystem, this GTM strategy could be distilled to be more reflective of the specific needs of the business.
Research Methodologies
- I had 20-30 minutes user interviews with a few medical practitioners some of who have been exposed to Knya products to understand the user and the needs of the community. My strategies are driven by these user insights superimposed over the brand ethos and objective of this task.
- I have used public data forums and the brand’s outreach channels including but not limited to the website, social media channels and customer feedback to inform my strategy.
Considerations
This document is a sincere attempt to understand your business from an outsider's perspective. While I've taken great care, I apologize for any inaccuracies or incorrect assumptions.
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Index
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Problem Statement
Developing a product category to expand Knya’s portfolio focusing on differentiation in the market and alignment with the brand vision
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Constraints
- Product Category should align with brand’s vision of high performance medical apparel
- It should complement current range of products while being a natural extension of the product line
[Assumed]
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Brand Ethos
- We build high performance medical apparel
- We care about how medical practitioners show up
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Choosing the product
Insights
- In a structured and standardized environment like Healthcare, individual expression often takes a backseat while optimizing for utility, rigor and cost.
- Throughout my research, I’ve gathered that Knya operates at the intersection of Individual Expression and Practical Utility
Medical Practitioners and especially doctors spend most of their time on either OP duty (outpatient) or OT duty (Operation Theatre). As individual expression is weighed equally for Knya, OT apparel becomes a harder segment to crack because of 2 major reasons
- No importance of social signalling in a crisis management space
- Higher share of disposable products being used
This brings us to the area where doctors have the space to show up - Outpatient Rounds
