ABC Growth Framework
ASSESS → BUILD → CONNECT
Growth rarely comes from doing more marketing. It comes from understanding where the strongest opportunity exists, building a differentiated reason for customers to choose, and connecting that proposition with the stakeholders who influence adoption.
Key question
Understand the market, customers, competition and barriers to adoption before deciding where to invest.
Output
Clear market priorities
Stage 01 · Insight
Where can we win?
Understand the market, customers, competition and barriers to adoption before deciding where to invest.
Output: Clear market priorities
Stage 02 · Differentiation
Why should customers choose us?
Turn insight, clinical evidence and customer need into a differentiated market position and compelling reason to choose.
Output: Differentiated market position
Stage 03 · Adoption
How do we drive adoption?
Connect strategy with clinicians, healthcare organisations and commercial teams through coordinated market activation.
Output: Customer adoption & commercial growth
INSIGHT → DIFFERENTIATION → ADOPTION → GROWTH
