Case Study

Helping a global bioprocessing solutions leader monetize a novel cell line solution

OPPORTUNITY/ISSUE

An industry leader in the healthcare B2B sector was expanding its offerings to include bioprocess solutions for cell and gene therapy applications.

The new product line was expected to strengthen our client’s position as the global leader of biomanufacturing solutions. 

With this objective in mind, our client reached out to us for support to effectively monetize the new cell line solutions.

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APPROACH/SOLUTION

We started by assessing the price potential of the high-performance cell line development solutions.

This involved evaluating the optimal pricing strategy based on customer value perception, market demand, competition, and cost considerations. 

Next, we used our proven investigation framework to develop a market-validated targeted monetization strategy. This strategy focused on delivering the following key components:

  1. Targeted customer segments and tailored offering: We identified specific customer segments and customized offerings to meet their individual requirements, driving adoption and market penetration.
  2. Winning value proposition: We crafted a compelling value proposition highlighting the superiority of our client’s cell line solutions over competitors’ offerings. 
  3. ‘Right’ price and contracting models: We determined the optimal pricing strategy and contracting models for fair market share, profitability, and sustainable growth.

Additionally, to further gauge the price potential of the new solutions, we developed an NPV tool to help our client determine the best price level for their target customers. This price level is based on the incremental NPV delivered to target customers, enabling data-driven decision-making. Essentially, it helps our client make informed decisions about pricing strategies that maximize value for both the company and its customers.

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OUTCOME/RESULT

Our strategy unlocked 20-30 percent of the incremental NPV for biopharma companies.

With market insights and a targeted approach, our client is set to maximize the monetization potential of their new solutions and achieve sustainable growth.

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