Home | Seol Consulting

Beautiful,Image,Of,A,Female,Hand,With,A,Compass

MEDICAL DEVICE
DIGITAL HEALTH CONSULTING

Seol (/SHōl/) is an independent consultancy helping medical device and digital health companies navigate the waters. Whether you’re seeking a blue ocean or manning the ship, we work with you, side-by-side, charting a course for success.

Come aboard and see how we do it…

Services

Our single focus is you. From initial conversations to final deliverables, we work with you to determine the optimal approach, activities and outcomes.

Business Outlook and Market Entry

• Market Opportunity Analysis & Sizing
• Competitive Landscape
• Access & Influencers
• Launch and Limited Launch Plans

Customer Insights

• Quant- and Qual- Market research
• Provider & Patient Journey Mapping
• Value Proposition & Differentiators
• Claims Matrix & Evidence Planning

Business Outlook and Market Entry

• Market Opportunity Analysis & Sizing
• Competitive Landscape
• Access & Influencers
• Launch and Limited Launch Plans

Customer Insights

• Quant- and Qual- Market research
• Provider & Patient Journey Mapping
• Value Proposition & Differentiators
• Claims Matrix & Evidence Planning

Brand Strategy

• Messaging & Positioning
• Marketing & Promotion
• Commercialization Plan
• KOL Engagement & Support

Business Process & Support

• Process Mapping
• Gap Analysis
• Resource Planning, Identification and Engagement
• Training Preparation & Delivery
• Program dashboards and benchmarks

Brand Strategy

• Messaging & Positioning
• Marketing & Promotion
• Commercialization Plan
• KOL Engagement & Support

Business Process & Support

• Process Mapping
• Gap Analysis
• Resource Planning, Identification and Engagement
• Training Preparation & Delivery
• Program dashboards and benchmarks

Clients

The Work

Charting Course
Coming About
Making Waves
Trim One's Sails
Running a Tight Ship

Charting Course

Product launch women’s health

New product launch, existing market space

Engagement

Design and lead a product launch for a women’s health surgical product

Approach

Gain customer insight
Define value
Execute limited launch
Expand to full launch

Deliverables

Market Research
Limited Launch Plan
Promotional Materials & Creative
Sales Training
Professional Events, Tradeshows, Speaking Engagements

Results

Achieved Limited Launch benchmarks, including number of cases, variety in site of care and types of pathology
Entered full launch with a 92.9% customer recommendation rate

Coming About

Marketing & Promotion laboratory diagnostic

Accelerating sales in a saturated market

Engagement

Assess and direct promotional activity to increase lagging sales of a laboratory diagnostic

Approach

Root cause analysis on current state
Refocus sales efforts to preferential targets
Engage in educational and awareness programs focusing on key value drivers

Deliverables

Competitive landscape
Target market assessment
Medical education programs
Cost-Effectiveness Calculator
Microsite & Online Promotion

Results

Consecutive growth in sales over promotion period – 7.3%, 4% monthly
Noted increased test usage among existing customer base along with new account registrations

Making Waves

Market entry strategy digital health

Disrupting a fragmented market

Engagement

Define the market-entry strategy for a novel digital health application

Approach

Engage customers to understand market dynamics
Map the patient and provider journey
Assess stakeholder interests, including payors, practitioners, parents, advocacy and guidance organizations
Identify market opportunities and quantify market potential

Deliverables

Primary and Secondary research
Market analysis and recommendations
Market model and revenue plan
Claims matrix and evidence planning
Market specification for product development

Results

Refocused business strategy in larger market segment (i.e. TAM $1b vs. $60m) and defined iterative product development pipeline

Trim One’s Sails

Portfolio impact assessment cervical cancer

Pivoting in the face of new guidance

Engagement

Evaluate the impact of changing guidance and adapt the product portfolio

Approach

Model the impact and likelihood of guideline adoption
Identify potential partnerships to augment existing capabilities
Present best- and worst-case scenarios with mitigation options

Deliverables

Sensitivity analysis
Mitigation plan
Sales training
PR and Communication plan

Results

Maintained market leadership position in current space and augmented portfolio with new acquisition aligned with guidance change

Running a Tight Ship

Process efficiency enterprise imaging RFP

Gaining efficiencies for better resource utilization

Engagement

Streamline and leverage internal resources to minimize costs associated with lengthy enterprise RFP responses

Approach

Map current process – notate redundancies and gaps
Create universal template with consistent storyline
Draft and edit response materials for message consistency and re-use

Deliverables

Stakeholder interviews
Positioning for differentiation and perceived value to price
Content repository supporting value story
Graphics library
Process overview and training

Results

20% reduction in time-to-respond
100% cross-functional adoption of new method

The Work

Charting Course

Product launch women’s health

New product launch, existing market space

Engagement

Design and lead a product launch for a women’s health surgical product

Approach

Gain customer insight
Define value
Execute limited launch
Expand to full launch

Deliverables

Market Research
Limited Launch Plan
Promotional Materials & Creative
Sales Training
Professional Events, Tradeshows, Speaking Engagements

Results

Achieved Limited Launch benchmarks, including number of cases, variety in site of care and types of pathology
Entered full launch with a 92.9% customer recommendation rate

Coming About

Marketing & Promotion laboratory diagnostic

Accelerating sales in a saturated market

Engagement

Assess and direct promotional activity to increase lagging sales of a laboratory diagnostic

Approach

Root cause analysis on current state
Refocus sales efforts to preferential targets
Engage in educational and awareness programs focusing on key value drivers

Deliverables

Competitive landscape
Target market assessment
Medical education programs
Cost-Effectiveness Calculator
Microsite & Online Promotion

Results

Consecutive growth in sales over promotion period – 7.3%, 4% monthly
Noted increased test usage among existing customer base along with new account registrations

Making Waves

Market entry strategy digital health

Disrupting a fragmented market

Engagement

Define the market-entry strategy for a novel digital health application

Approach

Engage customers to understand market dynamics
Map the patient and provider journey
Assess stakeholder interests, including payors, practitioners, parents, advocacy and guidance organizations
Identify market opportunities and quantify market potential

Deliverables

Primary and Secondary research
Market analysis and recommendations
Market model and revenue plan
Claims matrix and evidence planning
Market specification for product development

Results

Refocused business strategy in larger market segment (i.e. TAM $1b vs. $60m) and defined iterative product development pipeline

Trim One's Sails

Trim One’s Sails

Portfolio impact assessment cervical cancer

Pivoting in the face of new guidance

Engagement

Evaluate the impact of changing guidance and adapt the product portfolio

Approach

Model the impact and likelihood of guideline adoption
Identify potential partnerships to augment existing capabilities
Present best- and worst-case scenarios with mitigation options

Deliverables

Sensitivity analysis
Mitigation plan
Sales training
PR and Communication plan

Results

Maintained market leadership position in current space and augmented portfolio with new acquisition aligned with guidance change

Running a Tight Ship

Process efficiency enterprise imaging RFP

Gaining efficiencies for better resource utilization

Engagement

Streamline and leverage internal resources to minimize costs associated with lengthy enterprise RFP responses

Approach

Map current process – notate redundancies and gaps
Create universal template with consistent storyline
Draft and edit response materials for message consistency and re-use

Deliverables

Stakeholder interviews
Positioning for differentiation and perceived value to price
Content repository supporting value story
Graphics library
Process overview and training

Results

20% reduction in time-to-respond
100% cross-functional adoption of new method

Julie is one of the few professionals who is equally strong in both product marketing and product communications. Her ability to lead and collaborate quickly earned the respect of our team and ensured our launch was on time and on target.

Candace Bowering
Head of Global Integrated Communications, Urology & Pelvic Health | Boston Scientific

Julie has a sense of urgency that is second to none and she is always accessible. No matter how crazy or tense the situation, Julie remains positive and solutions based. I would highly recommend Julie for any future projects and I am confident she would be a great asset to any team.

Scott Sanders
Area Vice President, Urology & Pelvic Health | Boston Scientific

Julie not only supported our efforts through her research, she was instrumental in assisting us with the development of our strategy, including our go-to-marketing planning. Her recommended approach produced a thorough review that balanced the clinical issues with the practical marketing realities while at the same time identifying competitive gaps.

John G. Englesson
Executive Vice President / CSO | Integrity SBS

Get In Touch

Seol Consulting

Charting the course for Medical Device and Digital Healthcare companies.

Get In Touch

Seol Consulting

Charting the course for Medical Device and Digital Healthcare companies.

TOP