For the portfolio company of a private equity firm, Stax sought to:
– Identify and size actionable customer segments and determine the main factors that made each segment unique (such that they could align with the Company’s go-to-market strategy); complete a gap analysis of unmet/underserved needs; understand the growth rate of each segment to identify significant opportunities for the Company.
– Defined the “adoption pathway” by determining how needs differed along the lifecycle: user mix changes between GP dentists and surgeons; trends in GP adoption of surgical procedures; drivers of/hindrances to adoption.
– Map the referral patterns to highlight opportunities/pitfalls to growing the market when considering the “ecosystem” of dental implants which included GP dentists, referents, and manufacturers.
Stax went deep in collecting direct feedback from dentists, surgeons, and competitors in the dental implants space. We completed over 1,200 interviews across 11 countries targeting: GP dentists, periodontists, endodontists, prosthodontists, and implantologists via a combination of direct in-person interviews, phone interviews, and a web survey.
This data served as the fact base from which we completed our customer segmentation and profiling analysis as well as sizing the future market opportunity based on adoption intent.
Stax’s work provided the Company with an in-depth understanding of unique customer segments with a clearly articulated go-to-market path for better serving each and driving incremental revenues on a country-by-country basis. Further, we were able to map the adoption pathway and drivers to answer for the company the opportunity vs. risk of having GP dentists performing implant surgery and the potential impact to the core surgeon business. We recommended a strategy to minimize channel conflict and leverage the referral network for all interested parties.