Definitive Healthcare Corp. · NASDAQ:DH
Definitive Healthcare — Investor Presentation
47 slides from Definitive Healthcare's investor presentation
Slide 1: Medtech marketing plan template
Medtech marketing plan template This template provided by Definitive Healthcare is intended to support your annual marketing planning efforts. With examples of core marketing plan components, this template provides a framework for alignment and understanding, as well as communicating key initiatives
Slide 2: Color Psychology – create your slideware color scheme
Color Psychology – create your slideware color scheme Always use an on-brand slide deck issued by your corporate marketing or marketing communications team. If you don’t have one, consider color psychology. It’s a powerful tool in branding, marketing, and design in general. This chart provides a qui
Slide 3: [Year] [Portfolio name] Marketing plan
[Year] [Portfolio name] Marketing plan Your name
Slide 4: Table of contents
Table of contents Business goals and priorities summary: Customer Understanding: The product: • Describe the market The customer • Product definition • Business goals • Segmentation and targeting • Benefits ladder • Priority initiatives • Buying process • Product / Personas / Messages alignment • Un
Slide 5: Macro external themes
Macro external themes Identify several external and internal concepts to help give purpose to your proposal. Top macro external theme / trend Image or icon 2nd macro external theme / trend placeholder Image or icon 3rd macro external theme / trend placeholder 5
Slide 6: Macro internal themes
Macro internal themes Identify several external and internal concepts to help give purpose to your proposal. Image or icon Top macro internal theme / trend placeholder Image or icon 2nd macro internal theme / trend placeholder Image or icon 3rd macro internal theme / trend placeholder 6
Slide 7: Business goals and priorities
Business goals and priorities
Slide 8: Total market overview
Total market overview Use this slide to populate relevant details of your total market overview, including your company performance. Overview of what the market Competitors and new market Your prior FY results (if available) encompasses entrants Actuals (chart) Your market definition Market
Slide 9: Portfolio overview
Portfolio overview Insert your own breakdowns of your current Which products/ portfolio. product lines are selling the most versus FY ‘[##] Est. Market Size = $XX least? What’s impactful for your business, units, dollars? Product line B Product line A $XXM Product line E 22% [Details as needed] [Det
Slide 10: Market overview
Market overview Use this slide to highlight additional details – breakout of your top selling products within portfolio – and more. Additional details about competitors, Product line specific FY results Insert pie charts, other graphs or new innovations, market size, Actuals: data points as releva
Slide 11: Business goals — Region (if applicable)
Business goals — Region (if applicable) List out your company or portfolio specific objectives and O B J E C T I V E A ND K P I s KPIs. F I N AN C I A L Achieve • Financial item(s) $XXMM Strategic item 1 S T RAT E G I C Strategic item 2 Strategic item 3 Market share item(s) (E.g. grow market
Slide 12: Situational analysis — External trends
Situational analysis — External trends This should be a broadly encompassing, detailed list or high- level analysis of You should indicate external trends in headwinds versus your market. tailwinds, the potential impact, and priority level. HEADWIND/ P O T E N T I A L I M PA C T FA C T O R / T R E N
Slide 13: Situational analysis — Internal trends
Situational analysis — Internal trends This should be a broadly encompassing, detailed list or high- level analysis of You should indicate internal trends in headwinds versus your market. tailwinds, the potential impact, and priority level. HEADWIND/ P O T E N T I A L I M PA C T FA C T O R / T R E N
Slide 14: Business goals — Region (if applicable)
Business goals — Region (if applicable) Place your identified headwinds and tailwinds into the corresponding section of this table for an easy-to-view summary. INTERNAL EXTERNAL HIGHER Specific internal tailwind Specific external tailwind I M P O R TA N C E / Specific internal headwind Specific exte
Slide 15: Influencer map — [Product / Product A] (example)
Influencer map — [Product / Product A] (example) Influencer maps can be messy, so play around with your formatting to find the right layout. This should include all areas of influence that may impact the buying process. Think through specific surgical departments, physician groups, personas, GPOs, K
Slide 16: Influencer map — [Product / Product A] (example)
Influencer map — [Product / Product A] (example) Key leverage point Circle size indicates Manufacturer extent of influence on purchasing decisions Government & Regulatory Dashed lines show how the influence is either FDA 3 1 growing or shrinking in Gastroenterology Dietician the future Academics 2 G
Slide 17: Influencer map — [Product / Product B] (example)
Influencer map — [Product / Product B] (example) Key leverage point Circle size indicates extent of influence on purchasing decisions Manufacturer 1 Government & Dashed lines show how Regulatory Director of the influence is either Pharmacy FDA growing or shrinking in the future Academics CFO 2 Key o
Slide 18: Marketing programs
Marketing programs
Slide 19: Marketing program (template details)
Marketing program (template details) The below table displays examples with descriptions of marketing objectives for use in your program table MARKETING OBJECTIVES DESCRIPTION A time-bound, strategic campaign aimed at increasing visibility and awareness of your product, company, or Awareness brand S
Slide 20: Marketing program (template details — example tactics)
Marketing program (template details — example tactics) Academic journal: A scholarly publication Industry society partnerships: Scientific Print publications: Hard copy Social media marketing: Using social containing articles and whitepapers written collaboration with known industry societies advert
Slide 21: Marketing programs summary
Marketing programs summary Summarize key outcomes you are hoping to achieve as well as your total requested annual budget.
Slide 22: Marketing programs (add more slides as needed)
Marketing programs (add more slides as needed) The strategic objective S T R AT MKTNG MARKETING MEASURE OF E S T. column should align SHORT DESCRIPTION TIMING OBJ OBJ TA C T I C SUCCESS (KPI) COSTS ($) with your corporate Demand Demand gen leadership's or $ business unit leader's creation campaigns
Slide 23: The customer
The customer
Slide 24: Segmentation structure example
Segmentation structure example Customize this to your target markets and your segmentation This is an example criteria. segmentation structure H O S P I TA L S / I D N S for hospitals and IDNs. Definitive Healthcare intelligence can provide Commitment to Competitive All the details needed to Tier le
Slide 25: Segmentation structure example
Segmentation structure example Customize this to your target markets and your segmentation This is an example criteria. segmentation structure PHYSICIANS for physicians. Definitive Healthcare intelligence can provide Internal Obstetrics/ Family the details needed to Physician specialty Cardiology Ra
Slide 26: Segmentation structure example
Segmentation structure example Customize this to your target markets and your segmentation This is an example criteria. segmentation structure A LT E R N AT I V E S I T E S for alternative sites. Definitive Healthcare intelligence can provide the details needed to Facility Type ASC Imaging center Ou
Slide 27: [Product Line] buying cycle (Example)
[Product Line] buying cycle (Example) ~X Month Cycle 1. 2. 3. 5. 4. Identify / Create Establish Initial presentation Manufacturer Trial / Negotiation problem Consideration set VAT selection Example personas • Value Analysis • CFO • Nursing • Purchasing Committee • Director of Pharmacy Committee • Di
Slide 28: Key target persona 1
Key target persona 1 Add as many persona slides as applicable. JOB ROLE Short description of primary job function COMMON TITLES Alternative role titles JOB ROLE • Bulleted list of specific challenges they face (Should be encompassing, not exclusive to challenges C H A L L E N G E S T H E Y H AV E yo
Slide 29: Key target persona 2
Key target persona 2 Add as many persona slides as applicable. JOB ROLE Short description of primary job function COMMON TITLES Alternative role titles JOB ROLE • Bulleted list of specific challenges they face (Should be encompassing, not exclusive to challenges C H A L L E N G E S T H E Y H AV E yo
Slide 30: Key account targets (Top 10)
Key account targets (Top 10) Add in more columns and datapoints as relevant for capturing key If you have more key account target account targets (Top details. 50, for example), add additional slides. Account name Segmentation Location Rep name Opportunity size
Slide 31: The competition
© The competition
Slide 32: Competitive counter detailing
Competitive counter detailing Your company logo Competitor 1 logo Competitor 2 logo Competitor 3 logo Has/ Does not have / claims Product / Product line made / other details as specific attribute applicable for product Product / Product line specific attribute Product / Product line specific attribu
Slide 33: [Competitor] Portfolio offering overview
[Competitor] Portfolio offering overview [Your Company] Product(s) Competitor Notes Product / Product Line 1 Competitor 1 Specific details about competitor portfolio offering Competitor 2 Specific details about competitor portfolio offering Product / Product Line 2 Competitor 3 Specific details abou
Slide 34: Competitor profile – [Competitor name]
Competitor profile – [Competitor name] Add additional slides for additional [PRODUCT / PRODUCT LINE] competitors. STRATEGY STRENGTHS (include capabilities that support their strength) Current strategy – Detail what you know about your • Bulleted list of competitor’s core strengths and capabilities c
Slide 35: The portfolio
The portfolio
Slide 36: [Your product/company] – [Competitor]
[Your product/company] – [Competitor] Add additional slides for additional BENEFITS LADDER competitors. [ Y O U R C O M PA N Y ] [COMPETITOR] • Bulleted list of emotional benefits (market perception, clinician • Bulleted list of competitor emotional benefits (market perception, patient perception) p
Slide 37: Competitive performance analysis
Competitive performance analysis Customer view Key features Your company Competitor 1 Competitor 2 Competitor 3 Common customer Key features to address Specific claim, feature, Competitor claim, feature, conception (e.g. xyz customer views messaging, process, etc. messaging, process, etc. procedure
Slide 38: Aligning products / Target personas / Key messages
Aligning products / Target personas / Key messages [PRODUCT / PRODUCT LINE] DECISION MAKER PERSONA USER PERSONA INFLUENCER PERSONA Customer problem / challenges Outcomes sought Portfolio / product to be positioned Product benefit Claims to prove differentiation Key messages Best way to convey Propos
Slide 39: Key messages and competitive assessment
Key messages and competitive assessment Key message 1 Key message 2 Key message 3 TOP 3 PROACTIVE MESSAGES COMPETITOR PRODUCT MESSAGE [ Y O U R C O M PA N Y ] R E S P O N S E • Bulleted list of competitors key messaging • Bulleted list your responses to competitor messaging Product / Competitor 1 Pr
Slide 40: Pricing
Pricing
Slide 41: Pricing – Guiding principles
Pricing – Guiding principles Listing or chart highlighting specific guiding principles – Examples/ideas to get 5 D s : D I A G N O S E , D E F I N E , D E V E L O P, D E S I G N , D E P L O Y 1 anything applicable you started: to your guiding principles. Proposing new price increases to offset mar
Slide 42: Current pricing
Current pricing Approach: Include details about your pricing structure STRUCTURE and strategy. Product / SKU Description Other key attribute Market price (ASP) Landed cost (TP0) Margin Margin %
Slide 43: Current pricing
Current pricing Include details or charts for rebate structures, which can be listed out by GPO, [ R E B AT E A N D / O U R R E I M B U R S E M E N T S T R U C T U R E ] tier, or however your If applicable, include key details about rebate program is reimbursement through structured. varying payor t
Slide 44: Overall pricing goals and recommendations
Overall pricing goals and recommendations Create a list or chart highlighting specific If proposing price pricing goals. changes / increases, lay out your varying scenarios and consider including the following: Timeframe for implementation Impact on GPO cycles Percentage of customer loss Imp
Slide 45: I wish I knew (IWIK)
© I wish I knew © (IWIK)
Slide 46: "I wish I knew" (IWIK)
"I wish I knew" (IWIK) Customize this to what you want to This can be external There are four components to the IWIK process: know. items, internal factors you A S K , B R A I N S T O R M , C A P T U R E , A N D D E L I B E R AT E want to understand more about, and whether a budget request is requir
Slide 47: Appendix
Appendix