Competitive Intelligence: CipherHealth Does Its Market Homework
“Fortune’s Path is a competitive intelligence savant. Their hard work was extremely valuable as we reset our strategy and go-to-market.
We can’t wait to let loose the field reps with the insights they provided.”
— Jim Somers, Chief Marketing Officer, CipherHealth
Let Competitive Intelligence Work for the Whole Company
The function of competitive intelligence is to help organizations make critical decisions. But it’s often trapped in silos that keep it from being the reliable, actionable and timely resource it needs to be. Fortune’s Path breaks your CI out of silos so you can put it into action.
The Problem
The CipherHealth leadership team needed to reset their assumptions about the crowded patient engagement market to find whitespace where CipherHealth’s unique value could shine.
The Solution
CipherHealth choose ten competitors for Fortune’s Path to take through its competitive strength framework. Fortune’s Path began the research by building a sharable online database to track premier customers, pricing, positioning, revenue, partnerships, reputation, product reviews, customer sentiment, company uniques, search authority, and many other data points. The database grew to over 30 tables with more than 20,000 records, including over 6,000 records with data about 250 healthcare customer references. Fortune’s Path analyzed and summarized the data into 15 unique dashboards with more than 100 visualizations. Nine critical metrics were defined and used to create a Competitive Strength Score for each competitor: a single number that summarizes the strength of the competitors relative to each other.
All the data needed to be summarized so sales reps could quickly counter in head-to-head settings. Fortune’s Path collaborated with Cipher’s marketing and product teams to develop battle cards — simple summaries that included exactly what to say to create fear, uncertainty, and doubt about the competition. The battle cards were sourced back to the competitive database and are maintained by the sales and product teams at CipherHealth.
Get more out of your Competitive Intelligence.
The Results
Comprehensive, maintainable, single source of truth for competitive intelligence
Effective counters in competitive situations
Data-driven visualizations for how to position products to capture mindshare
“This was a hugely valuable exercise for us.
We had a lot of data already, but nothing like what we ended up with. Now we know that when we make a competitive claim, it’s backed up by solid research.”
— Noa Walsky, Vice President of Product Marketing Source
Program benefits
Improve decision-making with better intelligence
Agree as a team on your best messaging, positioning, and product roadmap
Get all your competitive intelligence into one secure, maintainable database that
can integrate with your sales stack
Improve conversations with your target buyers
Empower sales and marketing with winning scripts for head-to-head competition
Identify product features and partnerships to build competitive advantage
Find M&A candidates and investment options