Building a Scalable Access Strategy for a Sleep Health Innovator
Market insight and stakeholder feedback guided a focused access strategy—aligning channels, evidence, and value to move beyond DTC and toward scalable growth.
Challenge
The company’s DTC strategy collapsed under market realities—where sleep health adoption is shaped by payer coverage, clinical endorsement, and cost-effectiveness—and without evidence, channel access, or a viable revenue model, long-term growth stalled.
Approach
We partnered with the client to build a scalable access strategy—mapping adoption barriers across stakeholders, modeling economic value by segment, and testing targeted propositions with payers and employers—while embedding a team to drive real-time business development and align evidence planning with reimbursement needs.
Results
The engagement delivered a viable go-to-market strategy that repositioned the business for coverage conversations, opened new commercial channels, and laid the foundation for scalable growth through payer-backed and employer-driven adoption.
Challenge
A clinical win doesn’t guarantee commercial traction.
The company entered the U.S. market with a clinically validated sleep therapy device but struggled to convert that promise into adoption. Consumers resisted the out-of-pocket cost, especially in a category saturated with low-cost alternatives. Without coverage, providers lacked the incentive to recommend the product, and payers and employers had no basis for engagement in the absence of real-world evidence.
Beneath those signals was a deeper issue: there was no clear roadmap to scale. The direct-to-consumer model couldn’t support long-term growth for a regulated medical device, and without alignment across evidence, access, and channel strategy, the business faced mounting pressure to recalibrate its entire go-to-market approach.
Approach
Strategy means nothing without execution in the market.
The team redefined the commercialization strategy through a mix of targeted insight, hands-on execution, and strategic enablement. Adoption barriers were surfaced through stakeholder research and translated into actionable segmentation and health economics models that revealed where traction was most achievable.
To accelerate market movement, value propositions were pressure-tested with key payer and employer decision-makers, shaping tailored messaging and collateral that spoke directly to their priorities. Dedicated commercial support drove direct outreach, while an evidence generation roadmap—anchored in ePROs—established a foundation for future coverage conversations.
Results
A scalable path forward—grounded in access, evidence, and fit.
This work established a commercialization strategy that moved the company beyond the limits of direct-to-consumer. With a clear roadmap in place, the team gained traction with high-value employer and payer channels, supported by messaging aligned to stakeholder priorities and an evidence plan designed to meet reimbursement standards.
Alongside access strategy, the business model was repositioned to enable more affordable, subsidized options—better aligning with how sleep health solutions are evaluated, funded, and adopted. This shift unlocked business development momentum and expanded the company’s commercial opportunity.
Most importantly, the company gained a viable path forward—a scalable access strategy built for payer engagement, broader patient reach, and sustained growth in the highly competitive and cost-sensitive U.S. sleep health market.
Key Learnings
Key moves that can unlock a scalable strategy.
✅ DTC Alone Isn’t Sustainablele
Generate real-world insight into usability, workflow integration, and patient engagement to de-risk scale-up.
✅ Start with What Buyers Value
Market access accelerates when your evidence and value story align with the priorities of those responsible for coverage, cost, or adoption.
✅ Segmentation Drives Strategic Focus not later
Health economics modeling and customer targeting sharpen commercial decisions and reduce wasted effort.
✅ Business Model Fit Matters
Positioning for affordability through subsidized access unlocked new channels and broadened adoption potential.