Strategy represents the art of seeing a new – and better – position for the company/product and of applying activities to achieve established objectives, even when faced with existing difficulties. This process is carried out in phases.

After the situational diagnosis, an analysis of the critical success factors, analysis of the external environment (through the identification of stakeholders) and the elaboration of scenarios are carried out. Subsequently, an analysis of the internal environment is carried out. As a next step, the relationship between the internal and external environment is studied through the SWOT matrix. As a result of all this analysis, the implementation of the strategy and an outcome evaluation system is developed. The tactical step consists of executing, monitoring and analyzing the results.

Planning comprises the development of a SWOT analysis, patient access journey, target customers, positioning the technology in the market, evaluating the technology’s value messages and finally tactical activities in the field.