Unlocking a major market opportunity for Baymatob

Baymatob is an Australian medtech company entering the US market with their first product, Oli. Oli is the first in-hospital monitor to predict postpartum hemorrhage (PPH) before it happens. PPH is a leading cause of maternal death in the world despite it often being preventable. Oli received FDA Breakthrough Device designation and is in the process of FDA approval. With commercialization on the horizon, Baymatob brought Aytza in to help design the US commercial launch.

The Aytza Approach

Over a two-month period, Aytza built a full US market entry strategy: market analysis, competitive landscape, priority metrics to achieve, pricing, customer segmentation and prioritization, partnership strategy, a full launch playbook and a near term soft-launch plan. The team used a combination of market data analysis, Aytza’s proprietary tools, and hospital decision maker interviews to hone in on what mattered for the launch.

During the research, the team connected the dots from themes that emerged and uncovered a surprising insight that shifted the trajectory of the company: 

Oli’s “side features” actually addressed key pain points with current maternal fetal monitoring used in standard of care and the product could be a  powerful replacement for status quo technology. 

The Results

This insight led Baymatob to shift their market positioning and commercialization approach, using the PPH launch as a stepping stone to a broader maternal fetal monitoring system. The new direction opened up a much larger market for Oli and an opportunity to change many more mom’s lives for the better.

“You have really shifted our thinking on how to go to market with Oli and the synthesis of it into something so actionable is incredibly helpful.”

— Tara Croft, Baymatob

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