The ‘traditional’ life sciences commercial model has delivered considerable success over a long period. But that approach, based on face-to-face interactions with key health care professionals, is being rapidly overtaken by fundamental market changes.

Ever-increasing healthcare costs are shifting the balance in purchasing decisions from healthcare professionals towards funders. Patients are also better informed, more demanding and more involved in the decision-making process. Value and evidence are increasingly important factors in those decisions.

As in every industry, technology, driven by a new generation of digital natives, is transforming market dynamics. Virtual meetings, social media, online communities and other new channels are replacing in-person interactions as ways to reach, engage and influence your market. In sectors such as medical devices, lab supplies and more, e-commerce is rapidly becoming the norm.

The Covid-19 pandemic has accelerated these already emerging shifts in customer behaviour. Tighter regulatory requirements, increasingly crowded and competitive markets and a growing focus on the overall customer experience are also driving an urgent need for life science companies to revisit go-to-market approaches.

Genioo’s unique combination of life science industry knowledge and top-tier consulting experience can help you leverage these changes to refocus your commercial model and create real competitive advantage.


Consultants and SMEs with commercial expertise


Commercial projects

How we help

We work with a wide range of clients to provide market insights and assessments, identify opportunities, identify barriers and enablers and develop targeted go-to-market strategies, from product launches to portfolio and lifecycle management, and much more. Just as importantly, we help ensure those strategies are executed effectively. We understand the importance of cross functional alignment to the success of commercial projects in the life science industry, and we have proven experience of working with supporting functions (such as medical affairs, market access and clinical) to deliver effective outcomes at the front lines. 

Why Genioo?

We have deep life science sector knowledge and expertise across the pharmaceutical, biotech and medical device industries. Our highly qualified experts use their extensive functional, line management and top-tier consulting experience to help you create pragmatic solutions to the challenges you face. We work across the full spectrum, from helping you assess markets and understand the opportunities, to helping you turn those opportunities into commercial advantage.

Our resourcing model means you get support from experienced people with hands-on knowledge – not an army of junior consultants. Our uniquely flexible approach means we can scale our support up or down according to your needs. We also understand that lasting change is achieved through your people taking ownership. We work with your teams to support and enable them so that the benefits continue long after we have gone.

Methodologies & tools

We have developed a set of proven tools and approaches based on our extensive experience including Market Assessments, Market Archetypes, Prioritization tools, Pricing Capability Assessments, Launch Dashboards and more.

Pragmatic & experienced

We know life sciences and our people have extensive operational experience within the industry. We understand the constraints, challenges and opportunities you face, and we have a proven track record of delivering tangible results.


Whether you need to tap into the knowledge of an experienced consultant for a one-off project, or engaged in a wider transformation programme, we can help. We don’t have an ‘off-the-shelf’ deployment model. We tailor our approach to provide the support you need when you need it - and not when you don’t.

Find out more on how we can help you refocus your commercial model to create real, competitive advantage.

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