Project Title: J&J - SpineVision Product Launch Strategy
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Johnson & Johnson (DePuy Synthes) planned to introduce SpineVision, a surgical robotic and navigation technology, into the Canadian spine market. The objective was to overcome adoption barriers, shorten lengthy sales cycles, and achieve strong market penetration in a competitive landscape dominated by players with established robotics and navigation platforms. The launch required a comprehensive, multi-channel strategy addressing diverse stakeholders, from surgeons and hospitals to regulators and patients.
My Role
Project Lead – Strategic Launch Planning.
- Conducted market and competitive analysis.
- Designed stakeholder engagement strategies.
- Developed omni-channel marketing and professional education plans.
- Structured launch KPIs, ROI metrics, and budget allocation.
What I Delivered
- Market & Competitive Analysis: Evaluated drivers, restraints, and trends in the Canadian spine device market. Benchmarked competitors (e.g., Medtronic, Stryker) and identified differentiation opportunities for SpineVision.
- Stakeholder Mapping: Built tailored engagement strategies for patients, clinicians, hospital administrators, regulators, and insurers, addressing their unique concerns.
- Buyer Personas & Customer Journeys: Designed detailed surgeon and patient personas with mapped adoption journeys.
- Go-to-Market Strategy: Created an omni-channel launch framework, including direct sales enablement, digital marketing (VR demos, webinars, SEO, social), stakeholder-specific messaging, and CME-accredited professional education.
- Sales Enablement Toolkit: Recommended ROI calculators, consultative selling tools, CRM integration, and customer success teams to reduce sales cycle length.
- 90-Day Launch Plan: Structured pre-launch, launch, and post-launch phases with milestones across marketing, sales, regulatory, and professional education.
- KPIs & Metrics: Defined adoption rate, training completion, cycle time reduction, customer satisfaction, market share growth, and ROI.
- Budget Plan: Allocated $350,000 across digital marketing, events, PR, and education, prioritizing digital-first engagement.
Impact
- Delivered a comprehensive launch playbook tailored to the Canadian market.
- Positioned SpineVision as a differentiated, innovation-driven solution in the spinal surgery space.
- Provided actionable frameworks to accelerate adoption through education, consultative selling, and digital transformation.
- Strengthened J&J’s ability to engage stakeholders with targeted value communication (clinical outcomes, ROI, integration).
- Enhanced J&J’s brand presence as a leader in advanced surgical robotics and navigation.