A fragmented pricing approach was limiting growth.
A private equity-backed network of women’s health clinics and labs aimed to align its pricing strategy across 12 regional markets. Each market varied in value perception, willingness to pay, and competitive intensity.
Historically, the organization had made price changes unilaterally, without sufficient tailoring to local conditions. This approach led to increased internal pushback, particularly given its decentralized governance model.
To unlock revenue, leadership recognized the need for a regionally tailored but centrally guided pricing and value communication roadmap. This strategy was expected to optimize revenue over the next three years.
Developing a tailored list-to-net price strategy that balances central price governance with local market dynamics.
We began with a comprehensive assessment of the current pricing structure. Our team compared list and net prices across all regions to understand discrepancies and establish a fair baseline.
Next, we analyzed patient and shopper value perception. A willingness to pay study identified pricing opportunities in each market, accounting for demographic differences and income levels. We also carried out a competitive price and value intelligence gathered through web scraping for patient sentiment analysis and mystery shopping. This revealed how competitors priced and positioned their services, and how patients responded to different value propositions.
It was necessary to ensure the new strategy could be effectively implemented. To this end, we built a standardized pricing governance framework for a repeatable pricing management system. This framework defines the people, processes, and technologies required to sustain pricing improvements over time.
A successful and sustainable pricing strategy.
Our client received a three-year price change and enablement roadmap with an anticipated 20% revenue uplift potential. Key outcomes of our partnership included a phased rollout through pilot locations to validate and refine tactics, followed by broader market adoption. The approach was successfully integrated into local operations, allowing it to scale across the company and continue delivering impact after the project ended.
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