cardiac diagnostic startup | brand launch & competitive intelligence
discover + validate
OVERVIEW
& client profile
A cardiac diagnostic technology startup came to us for a launch package: branding, pitch deck, website. They had compelling technology and clinical validation, but they were missing critical pieces of the commercial story that would make or break conversations with partners and funders. There's usually more to the story than the deliverables a client initially requests.
Because we go deep in our research and know the medtech industry, our SignalSync process surfaced gaps the client hadn't anticipated. They hadn't yet identified billing codes, a significant oversight when courting partners who need to understand the revenue pathway.
And competitors using different base technology but deploying similar diagnostic tools in clinical settings weren't on their radar. These weren't branding problems. They were market positioning gaps that would have undermined their pitch and cost them credibility with the very partners they needed to impress.
CHALLENGE
unanswered questions, unseen competitors
We ensured positioning was aligned with the market realities of revenue generation by researching applicable billing codes. In that process, we uncovered key competitors, including one that had successfully gotten their technology associated with an ambulatory payment classification (APC) code and had lobbied to increase the reimbursement rate. We positioned this seeming threat as validation the client could bring to partner conversations.
We also mapped the key stakeholders who would evaluate this technology: clinical decision-makers focused on patient outcomes, technical evaluators assessing integration and performance, and administrative leaders weighing cost and reimbursement. Each audience has distinct, sometimes competing interests. Understanding this allowed the client to tailor their pitch rather than rely on a one-size-fits-all story.
STRATEGY
our approach to the problem
STRATEGIC WORK
& implementation support
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SignalSync strategic assessment
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Billing code research for positioning alignment
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Competitive intelligence across multiple players
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Stakeholder mapping: clinical, technical, and administrative audiences
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Reimbursement landscape analysis
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Ongoing regulatory and competitive monitoring
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Branding, pitch deck, and website (implementation support)
1.
Conducted SignalSync process, applying deep industry knowledge to surface strategic gaps.
2.
Researched applicable billing codes to align positioning with revenue realities.
3.
Analyzed multiple competitors, including one with relevant APC association and favorable reimbursement rates.
4.
Mapped clinical, technical, and administrative stakeholders and their distinct priorities.
5.
Established ongoing monitoring for regulatory and competitive developments.
6.
Created branding, pitch deck, and website aligned with strategic positioning.
PROCESS
how we did it
IMPACT
a complete commercial story,
tailored by audience
The startup now has what they need for partner and funder conversations: positioning aligned with revenue realities, competitive context that validates market opportunity, and the ability to pitch to clinical, technical, and administrative stakeholders with messaging tailored to each.
Ongoing monitoring ensures they'll catch regulatory shifts and competitive moves that could impact their position or open new opportunities. What started as a request for launch materials became a strategic foundation for how they go to market.