Case Study

Pricing Strategy, Informed by Insight

Introduction

When a life sciences company began encountering price-related pushback from prospective clients, I initiated and led a strategic research engagement to uncover how our offering was perceived in the market. The goal: validate whether pricing was the real barrier — and use that insight to guide messaging, positioning, and broader brand strategy.

Challenge

  • Sales teams were hearing “too expensive,” but it wasn’t clear if cost or value perception was the root issue

  • Leadership lacked visibility into how our pricing compared to competitors in the eyes of the customer

  • We needed structured research to inform strategy — not assumptions

Solution

Identified and secured a research partner to conduct a hybrid qual/quant study

  1. Managed the project from contract to final presentation

  2. Aligned internal stakeholders across BD, marketing, and leadership

  3. Synthesized findings into strategic next steps for pricing narrative and customer messaging

Results

  • Clarified how ideal customers evaluated cost vs. value across services

  • Informed updated messaging that emphasized differentiation and ROI

  • Reframed internal pricing conversations based on real buyer insight

  • Sparked broader brand and sales enablement improvements

Conclusion

This project helped the company pivot from reactive pricing conversations to a confident, value-forward narrative — all backed by real market insight. It’s a great example of how upstream research, when done right, drives downstream clarity and results.