How Digital Has Redefined Go-To-Market Strategy

We are all familiar with Careem, Easy Taxi and Dah Makan as disruptors.

But how many of you know doctHERs?

doctHERs is a healthcare company that is empowering women to fulfill their Hippocratic oath in the face of cultural and social constraints that leave many of them otherwise unable to practice medicine after marriage. In conservative areas, female patients often feel more comfortable dealing with female doctors than male ones. The clinics operated by doctHERs provide a medical service with which women feel more at ease.

Within its first year, the startup established a collaboration to facilitate care for patients of all primary care diseases by upgrading 800 clinics under DKT, an international social enterprise that manufactures family planning products.

Co-founder and chairman Dr. Asher Hasan, a TED fellow, views the startup as a catalyst for change that corrects two market failures: access to quality healthcare and inclusion in the professional workforce for unemployed, qualified health professionals. By using technology and finding the right collaborations, companies can disrupt new markets, solve customer pain points and distribute value across the chain.

Here are the top four marketing principles of today’s disruptors, like doctHERs.

Aligning with strategic partners

By partnering with DKT early on, doctHERs was able to prove their idea and ability to execute, gaining access to several clinics. By partnering with the hygiene/hand wash category team at Unilever, the startup accessed additional market entry points and the ability to leverage a respected brand name to further their cause. The successes in doing so led the startup to win the HRH The Prince of Wales Young Sustainability Entrepreneur Prize, awarded by Unilever and the University of Cambridge Institute for Sustainability Leadership.

Similarly, agencies like Lion & Lion recognized early that the barriers to entry and inability to test markets held back major international brands from entering the Southeast Asian region. This is why the direct marketing team at Lion & Lion offers companies an end-to-end solution to test the waters with a low cost of entry point.

Digital paves the way for a variety of execution channels between intended customer segments.

Lion & Lion has helped a multitude of consumer brands like L’Oreal extend their offline strategy online, helping them get listed on all online marketplaces as well as connecting them to distribution partners that are willing to issue purchase orders. In removing the apprehension and costs of go to market with digital, they streamline a brand’s entry into an unfamiliar territory and convert the test into a success story.

In doing so, Lion & Lion is taking their value proposition as an agency to the next level, helping brands enter, grow and also advertise. Digital paves the way for a variety of execution channels between intended customer segments.

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Author: Babar Khan Javed