What does a fractional CMO do?
A fractional Chief Marketing Officer (CMO) is a seasoned marketing executive hired on a part-time basis to provide top-tier digital marketing leadership and strategic direction. These professionals excel in managing teams, cultivating strong partner relationships, and driving effective communication across your organization.
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Fractional CMOs take the reins of key marketing responsibilities, including:
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Defining and prioritizing marketing initiatives to align with your business goals.
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Identifying and segmenting target audiences for maximum impact.
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Overseeing and optimizing marketing channels, both digital and traditional.
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Crafting and executing go-to-market strategies that drive growth.
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Recruiting and mentoring marketing talent to build a high-performing team.
With a fractional CMO, you gain expert guidance and leadership without the commitment of a full-time executive, ensuring your marketing efforts are always strategically aligned and effectively executed."
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Example 1: Developing a Go-to-Market Strategy for a Novel Implantable Cardiac Monitoring Device
We crafted a comprehensive commercialization strategy using a structured approach that involved seven distinct phases, focused on three critical areas: Market Readiness, Brand Readiness, and Organizational Readiness. Our process included 120 deliverables, meticulously designed to ensure a successful launch. The result? We commercialized the product on schedule, achieved a 40% year-over-year growth in the category, and gained significant market share.
Example 2: Correcting ASP Erosion with a 3-Tier Pricing Strategy
To address ASP (Average Selling Price) erosion, we developed a three-tier pricing strategy grounded in a "jobs to be done" analysis. This analysis helped us understand the willingness to pay at the product feature level, effectively assigning a value to every aspect of the solution. By launching this pricing strategy across different customer segments, we saw an 18% uplift in premium tier sales compared to core tiers within 12 months.
Example 3: Amplifying Clinical Evidence Generation through an Omnichannel Marketing Approach
When launching a new product in a competitive market, trust and credibility were critical challenges. To support an aggressive adoption plan, we partnered with the clinical team and key opinion leaders to develop an omnichannel marketing strategy. This approach included a digital strategy leveraging social media, industry journal promotions, and the dissemination of clinical feature articles through the sales channel. The result was a successful amplification of clinical evidence, establishing the product's safety and effectiveness in the market.
Our Track Record of Success
About Us
Scott Currin brings over 18 years of expertise in the medical device industry, with a deep focus on commercial launch planning and execution. As the driving force behind Admedy, Scott has developed a structured launch process that has successfully generated over $500 million in revenue for global brands, while also being finely tuned to support the growth of innovative startups.
Scott works hand-in-hand with CEOs and leadership teams to turn their vision into reality, crafting actionable strategies that ensure a successful market launch and sustained growth. His approach is designed to help businesses stand out in competitive markets, clearly communicating their unique value to customers. Scott's extensive experience includes collaborations with industry leaders such as Becton Dickinson, Atrium Medical, Getinge, Covidien, Medtronic, and Abbott, where he has played a key role in driving significant market success.
