Developing a Payer Value Proposition in Genetic Diagnostics

A leading mid-cap genetic diagnostic company was preparing for an important product launch in the chronic kidney disease (CKD) space. The VP of marketing reached out to Business Talent Group (BTG) looking for a consultant who could help develop the payer value proposition and health economic impact assessment for a genetic diagnostic for CKD.

BTG deployed a commercial development and go-to-market expert with deep experience that included a prior role leading marketing in Baxter’s renal division, where she had launched and led a $725M renal product line. The consultant not only developed the required value props, but also conducted market landscapes in nephrology and helped the company strategize on how to best work with large nephrology practices.