Summary

Theradaptive is a BioTech startup with a novel, effective bone healing solution. Seeing potential for their solution, OsteoAdapt, to help not only humans but also animals, I was brought onboard to help Theradaptive to understand the animal health market and create a go to market strategy for them to launch their product. To do this, I:

• Conducted interviews with veterinarians and researchers to understand the psychographic profiles of different pet and working animal owners.

• Segmented and sized customer segments to identify target customer profiles, then identified decision makers and opinion creators within the supply chain.

• Created tiered pricing strategy best aligned to the needs of each target segment.

Insight, Messaging & Sales Enablement

A major obstacle I overcame was the perception that B2B2C distributors had that pet owners were highly price sensitive, which was unsupported by data analysis. I leveraged an insight, uncovered in interviews, that owners were seeking to make their pets ‘whole’ to create emotionally compelling messaging for veterinarians, and competitive analysis of cost to medical effectiveness, that helped overcome these price objections.

Theradaptive has since been featured on Vet Practice Mag, and OsteoAdapt has been used in field on critical bone breaks.