Our Approach

ICG led a holistic, inside-out approach to align the organization around a common vision of success with many sources of input, including stakeholder interviews and workshops. These key audience insights helped define the “deep discovery” research program featuring innovative ethnographic customer and key influencer interviews. ICG’s iteration process with key opinion leaders, project advisory boards, and clinical experts led to the development of a commercial strategy that recommended globalizing the product portfolio to capture more share, utilizing integrated technology to simplify operations, and a new focus on clinical development for new indications to diversify risk and expand the market.