Part 3 of the modelH method deals with how to operationalize your new business model. It is not enough to have a great idea to solve a business dilemma. You also need the means to bring the idea to market in a sustainable way. This is especially true within a healthcare system where entrenched practices and inertia breed innovation antibodies. A good Go-to-Market Plan is the difference between marginal success and breakthrough transformation.
Traditional approaches to marketing plans yield narrow, product-focused results that counter the Customer Discovery process. The 4 P’s model takes the focus away from highlighting a solution directly engineered from a customer’s jobs-to-be-done. Simply put, it replaces the “yours” with “ours”, which we think is a mortal sin. So like our reinterpretation of the traditional product development lifecycle, imagine.GO advocates reinterpreting the 4 Ps of market planning into a modelH Go-to-Market Plan. As part of our method, we shift the emphasis from products to solutions, place to access, price to value, and promotion to education – or SAVE, for short.
Ultimately, a company’s value is just the sum of the decisions it makes and executes. Lack of attention to the decision-making process can thwart the best-designed business models and undermine performance in the organization that delivers them. Both big, one-off decisions, and small, routine decisions cumulatively have a significant impact on the customer’s realization of your value proposition. And a Go-to-Market Plan only results in success if the organization running it can make and execute key decisions better and faster than its competitors. imagine.GO calls this Operational Inter-connectivity and we measure it through Decision Driven Design.
imagine.GO thinks your style is just as important as your substance. That is why we believe that when you go-to-market, the correct application of your brand is essential to the successful image of your company. It represents the nature of your company and how it relates to and affects others in your spheres of influence so they broadcast an indelible impression. When done correctly, this will set the standard for all future materials and allow for a consistent and coordinated communications effort across all customer touch-points. Brand goes beyond your logo and colors to exude an emotional connection of reliability and trust. It represents an organization that purposely positions its message to the market it serves. Brand begins internally as employees discover a consistent level of behavior in line with the brand. Employees are empowered with the tools necessary to successfully influence and navigate the message behind the brand. Brand then extends to your customers. A clear and concise interaction between your brand and a consumer will establish a lifetime of recognition.
When you go-to-market, the correct application of your brand is essential to the successful image of your company. It represents the nature of your company and how it relates to and affects others in your spheres of influence so they broadcast an indelible impression. When done correctly, this will set the standard for all future materials and allow for a consistent and coordinated communications effort across all customer touch-points. Brand goes beyond your logo and colors to exude an emotional connection of reliability and trust. It represents an organization that purposely positions its message to the market it serves. Brand begins internally as employees discover a consistent level of behavior in line with the brand. Employees are empowered with the tools necessary to successfully influence and navigate the message behind the brand. Brand then extends to your customers. A clear and concise interaction between your brand and a consumer will establish a lifetime of recognition.