Early GTM Strategy for a Companion Diagnostic in Oncology
The Challenge.
An early-stage medtech company developing a novel companion diagnostic needed a credible, investor-facing go-to-market strategy. With no commercial team in place, an evolving clinical development plan, and a complex payer and adoption environment, the leadership team required external support to define the sales model, pricing approach, and acquirer fit — all before generating clinical data.
What We Did.
We partnered directly with the founding team to shape a fundable GTM narrative and commercial model tailored to the realities of oncology diagnostics. Over a focused engagement, we:
· Acted as strategic advisors to the executive team — providing commercial leadership ahead of internal hiring
· Designed a sales and access model reflecting key differences across private and public oncology centres, including diagnostic workflow integration and incentives for clinical uptake
· Developed pricing strategy scenarios (e.g. per-test vs bundled access), with implications for positioning and reimbursement
· Outlined regulatory and payer expectations based on comparator diagnostics, trial endpoints, and companion use
· Created investor-facing slides to clearly answer two critical questions: “Who pays for this?” and “Who takes it to market?”
Impact.
The engagement gave the company a credible, investor-ready commercial plan — balancing vision with execution and enabling smarter next steps. Outcomes included:
· GTM strategy and pricing framework approved by the Board as the basis for Series A preparation
· Investor materials produced, now in active use with early-stage funds and prospective partners
· Acquirer conversations initiated with two potential strategic partners based on clarity of model and clinical setting fit
· Hiring plan for commercial leadership finalised, enabling targeted team build-out
· Executive team now equipped to communicate pathway, value, and differentiation clearly to investor