How Greenlight Guru Built a Product Hierarchy for a New Market

How do you sell a completely new idea to an industry? Iterative innovation is far more approachable than truly disruptive change because the output, albeit different, is still familiar. Without a comparative anchor point, it is hard for consumers to understand a new idea and see how it fits into their lives.

That said, we all know that the world is full of disruptive ideas which, at the time, seemed outlandish and unconventional. Electricity. The automobile. Uber. There was no blueprint for selling these innovations, no marketing copy to replicate, and no successful go-to-market strategy to emulate.

Without a comparative anchor point, it is hard for consumers to understand a new idea and see how it fits into their lives.

While most of us aren’t working on something as transformative as the automobile, industries new to digital innovation face similar challenges to our industrial pioneers.

Such is the case in the medical device manufacturing field where paper is king and decade-old processes, queen. Sure, the opportunity for innovation exists, but the path forward is untrodden.

The Problem

This is where Greenlight Guru found themselves as they sought to bring a successful pre-market product into a post-market offering.

Greenlight Guru is the only Quality Management Software designed specifically for the medical device industry. In this highly-regulated industry, manufacturers struggle with compliance, often leading to a sacrifice in device quality. Swimming against the current of compliance, it was imperative to differentiate themselves in order to effectively convey their value. They struggled with the approachability of their new offering, and knew that sales would have trouble if they didn’t take a more tactical look at their marketing efforts.

The Solution

Naturally, our primary charter was a focus on tailored product marketing to hone their message, but after a detailed discovery phase, it became clear that they were missing a good foundation for building their positioning & messaging. The key to successful positioning and the growth of a product ecosystem is an enduring North Star, and theirs wasn’t well-defined.

The key to successful positioning and the growth of a product ecosystem is an enduring North Star

Through a series of working sessions, we comprehensively studied and analyzed the entire Greenlight Guru product ecosystem. It’s a tricky exercise when participants each come to the table with differing opinions as to what their product does, but executive alignment is crucial for success.

The product hierarchy we discovered was decidedly simple; the straightforward structure succinctly positions the product in prospects’ minds. It streamlines sales, accelerates new-hire onboarding, and simplifies business growth.

The Final Phase

With a framework now in place for product positioning, an approachable brand was built to cleanly communicate their newly organized offerings to the market.

As a part of the Greenlight Guru platform, “Go” to encapsulate their pre-market functionality around getting medical devices to market faster, and “Grow” to express their post-market functionality around advancing the quality of devices and controlling risk.

The Results

The time required to land on “Go” and “Grow” just goes to show that it can be a difficult process, but highly rewarding in the end. Greenlight Guru continues to lead the way in innovation in the medical device industry. They are the only quality management software built specifically to guarantee both compliance and quality. “Go” and “Grow” solidifies their impact and supports their expertise.

With this positioning and branding now in place, prospects understand exactly what they’re getting with the new “Grow” product, and how they can accelerate getting devices into the hands of medical professionals and consumers. The launch of their “Grow” product has opened up a completely new market for Greenlight Guru, and they continue to thrive in sales.

Tips for product hierarchy

  1. Step 1 – Identify Your North Star (ex. What are you trying to solve for the user?)
  2. Step 2 – Organize Your Features (ex. Do any features share a common goal? What are they?)
  3. Step 3 – Scale Your Hierarchy (ex. Will this addition affect your market positioning?)

Read more in the product hierarchy guide.

If you’re interested in hearing more about this story, let me know.