Refined ICPs and priority use cases
Used partner feedback, competitive analysis and workshops with Commercial and Product to sharpen our focus.
Sidekick Health · Life Sciences
Creating a clear commercial story for a scaling digital health business.
I turned Sidekick’s broad platform capabilities into three focused offers for pharma buyers, then built the messaging, B2B demand generation content and sales tools to target winnable, profitable partnerships.
Problem
As Sidekick grew into a Series B business, its Life Sciences proposition needed sharper commercial focus. We needed to prioritise partnerships we were well placed to win, deliver profitably and scale. Before we could do this we needed to turn our existing capabilities into a focused, differentiated offer for those buyers.
Work
Developed positioning and messaging
Packaged existing capabilities into three differentiated offers, connecting buyer needs with clinical evidence and business value.
Built B2B demand generation and sales enablement
Created website messaging, ABM content, the modular pitch deck, one-pagers and sales talk tracks.
Drove stakeholder alignment
Ran weekly commercial working sessions to secure input, work through feedback and keep delivery moving.
Outcome
A differentiated proposition and modular sales toolkit that equipped Commercial to respond faster and tailor pitches with confidence. Reusable materials streamlined preparation and kept teams aligned around partnerships Sidekick was well placed to win, deliver profitably and scale.
Highlights
3 priority use cases
Existing capabilities packaged around clear Life Sciences buyer needs.
1 shared commercial story
Consistent positioning across the website and sales materials.
Modular sales toolkit
Modular pitch deck · One-pagers · Talk tracks · Website · Demos · Case studies
Selected outputs
The work, in practice.
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