Month 6 · Value Proposition, Messaging & Brand Foundation
Value Analysis Packet Builder
Could a value analysis committee approve you without you in the room?
A value analysis packet is the document that travels without you — to the VAC, the finance review, the surgeon who liked the demo and now has to convince three colleagues. Answer the prompts below in your own words. The page assembles a build brief you hand to Claude, along with your brand style guide and product photography, to produce your packet.
Write in your buyer's language, not your engineering team's. Every field here becomes a line someone else reads without you there to explain it.
Pre-clearance, this is an internal draft. Anything that claims performance, benefit, or comparison needs regulatory and legal review before it leaves the building. Month 4 covers what can and cannot be shown pre-clearance.
The basics
The header block. Whoever reads page one should know what this is and where you are in the approval path.
01Include trademark symbols and capitalization you want carried through every page.
02The shelf they'd look on. If they'd have to invent a category for you, say so — that's a positioning problem worth naming now.
03Cleared, pending, investigational, or in development. This determines the language the packet can use.
04From your Month 6 messaging work. Write it as they'd repeat it to their boss, not as a tagline.
Product description
Page three of the packet. Plain description first, then the reason it exists.
05Dimensions, components, how it connects to what's already in the room. A reader who has never seen it should be able to picture it.
06The status quo is your real competitor. Name its hassles, its costs, its risks, its waste.
07Technology, reimbursement, staffing, site-of-care shift, regulation. Something has to have moved.
Stakeholder benefits
A value analysis committee is not one person. Each seat at that table cares about something different — and any seat you can't answer for is the seat that stalls you.
08The people who touch it during the procedure or the encounter. Benefits they'd feel, not features you'd list.
09Budget predictability, capital avoidance, throughput, staffing load, processing and reprocessing burden.
10Only what you can support. An unsupported patient benefit is the fastest way to lose a committee.
11Coding and reimbursement path, cost per case, avoided complications, site-of-care flexibility.
12Answer it in the packet before they ask it in the room. This also tells Claude which section to weight.
Value proposition
Three columns, because committees weigh them separately. A packet strong on clinical and empty on economic reads as a product that hasn't met a budget yet.
13What becomes possible, safer, or more consistent. Tie each point to a moment in the procedure or workflow.
14Steps removed, delays avoided, variables no longer troubleshot, capacity freed.
15Capital, service, per-case, and hidden costs. Give the figure and the assumption behind it — a number with no math attached gets discounted to zero.
Competitive comparison
The comparison table is the page they photograph and forward. Build it on dimensions you'd defend in front of the competitor's rep.
16The incumbents they already buy from — plus "do nothing," if that's the real alternative.
17Capital cost, service contract, per-case cost, and the three or four capabilities that actually separate you. Every row should have a verifiable answer for every column.
18Give sources or the basis of the estimate. Published list price, quotes you've seen, customer-reported figures.
19A table where you win every row reads as marketing. Conceding one row credibly buys you the other nine.
Product detail
One page per product or component. Features here, benefits already handled above.
20Include a short descriptor line for each — the phrase that sits under the name.
21Six or seven per item, maximum. Scannable, not paragraph form.
22Existing infrastructure they keep is money they don't spend. Say it explicitly.
Needs and solutions
Two or three paired blocks. Each one is a situation a buyer recognizes, followed by what you do about it — this is where the packet stops describing and starts selling.
23State the need as the customer experiences it, then the solution in one headline plus supporting lines.
24Pick a different buyer or a different setting from the first, so the pair covers ground.
25Adjacent settings, constrained environments, expansion of a service line. Leave blank if it's a stretch.
Specifications and indications
The page procurement reads and clinical engineering keeps. Language here should match your labeling word for word.
26As written in your regulatory documentation, not a marketing rewrite of it.
27Verbatim from your labeling or submission. If it isn't final, mark it draft here so it carries that mark into the packet.
28Sterility, packaging, single-use or reprocessing instructions, storage.
29Item description, catalog number, units per box. Leave blank if not yet assigned.
Evidence and substantiation
Every number and every clinical claim in this packet needs somewhere to point. Do this now, while the claims are still yours to change.
30One line each: the claim, then the study, internal test, bench data, or customer figure behind it. Include the citation or link.
31Naming them keeps them out of the draft and into your evidence plan. This section stays internal.
32Publications, awards, GPO relationships, accelerator affiliations, named reference sites who've agreed to be named.
Contact and close
33Phone, email, website, and the address you want shown.
34Request an evaluation, book a demo, start a trial, submit for review. Name one action.
Your build brief
0 of 34 answered
This assembles as you type. Copy it, attach the files below, and send both to Claude in a single message.
Attach before you send
Brand style guide — color, type, logo rules
Logo files, in the versions your guide approves
Product photography on clean or transparent backgrounds
Clinical or comparison imagery, if you have rights to use it