Case Studies

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Eye Health Opportunity Evaluation

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Situation

A global healthcare company identified an opportunity to expand its portfolio by entering the Eye Health segment. The US division of the organization sought to establish a foothold in this category through a strategic product acquisition. While preliminary work had been conducted, the true scale of the opportunity and the optimal approach for the company remained unclear. This situation necessitated a comprehensive analysis to evaluate the market potential, assess the viability of the acquisition target, and develop a clear strategy for entering and succeeding in the Eye Health segment. The company needed to determine whether this expansion aligned with their overall corporate strategy and how best to leverage their existing strengths in this new market.

Our Approach

MCAworks implemented a comprehensive strategy to validate the business case and develop a compelling negotiation approach. They reviewed existing research through a "4 Cs" filter and built an integrated knowledge base, complemented by developing a Consumer Activation Pathway. The team conducted Key Opinion Leader (KOL) interviews for additional insights and identified strategic imperatives to address capability gaps. MCAworks determined the opportunity size and financial implications of entering the Eye Health segment, while also gathering insights from category experts. The strategic value of this acquisition as a "foundational brick" for a broader Eye Health business was identified. To support negotiations, they analyzed the target company's corporate strategy, prioritized key selling points, anticipated hurdles, and developed solutions. Finally, MCAworks recommended potential deal structures with supporting rationale, creating a robust negotiation strategy.

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Results

The consulting team's comprehensive analysis and strategic recommendations yielded significant outcomes. The client team achieved alignment on a specific scenario and approach for entering the Eye Health segment, providing a clear direction for their expansion efforts. The analysis was well-received by the organization, validating the thoroughness and quality of the work. Notably, the findings and recommendations were presented to the company's CEO, underscoring the strategic importance of this initiative and gaining top-level support for the proposed entry into the Eye Health market. This executive-level endorsement positioned the project for successful implementation and integration into the company's broader growth strategy.