Go-To-Market
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Course Introduction

Welcome to the course!
Outline and Objectives
Assessment, Gap Analysis & OKR
Set-Up & Master Template
Strategy Check Sheet
OKR
Marketing Fundamentals

Introduction: Why targeting is essential
Use Cases & Applications
Buying Centers
Regional Priorities
Defining Your Market Segmentation Matrix
Prioritising Use Cases & Application
Buying Center Analysis & Targeting
Prioritising Target Regions
Market Segmentation Matrix
Value Proposition

Introduction: What makes a good Value Proposition?
Stakeholder Analysis
Question Library
Validation Plan
Quantified Value
Current vs. Envisioned Standard of Care
The Competitive Landscape
Stakeholder Analysis
Quantifying Customer Value
You Vs Current SOC
Competitive Comparison
Letter of Intent (GER)
Letter of Intent (ENG)
Business Model, Pricing, Reimbursement

Introduction: What is a successful healthcare business model?
Market Size Analysis
Reimbursement
Pricing Strategy
Sales & Distribution Model
Pricing Strategy
Market Size Analysis
5 Stages of Pre-Revenue Sales Commitments
The GTM Road Map: Alignment & Execution

The Big Picture
Product Road Map
Regulatory / Clinical Trials / R&D
Launch Game Plan
Building Your Go-To-Market Road Map
GTM Road Map
Product Road Map
Launch Game Plan
Additional Material

Financial Plan
Shareholder Agreements, Term Sheets & more
Whitepaper - FDA regulatory pathways
Marketing Content Plan
Takeaways - Doing Business with Large Hospitals
Fundraising Lessons Learned
Course Wrap-Up

Summary & Next Steps
Evaluation Form

Defining Your Market Segmentation Matrix

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