Absolutely—here’s a “coach-the-coaches” plan to help Concordia become the marketing leader in OA, Medical & Engineering. I’ve grounded it in current Myanmar realities and proven, executive-level frameworks, with concrete moves your top managers can start this week.

Coaching Blueprint: Become the Market Leader (Concordia)

1) Reality check (Myanmar 2025) → where the attention really is

• Digital reach today: ~33.4M internet users (61.1% penetration). 19.6M social media user identities (35.9% of population). TikTok’s ad tools show ~19.6M adults 18+ reachable; Facebook ad reach ~13.1M; LinkedIn ~1.0M (for B2B, expect niche but high-signal). These channel realities should shape campaign weighting and creative. (DataReportal – Global Digital Insights)

• Connection quality: mobile median ~5.09 Mbps; fixed ~25.83 Mbps—optimize creatives for lightweight, vertical video and short form. (DataReportal – Global Digital Insights)

• Healthcare + public sector context: medical devices are regulated by Myanmar FDA, guided by ASEAN Medical Device Directive; marketing claims must respect MFDA/Consumer Protection Law—build compliance review into every campaign. (International Bar Association, esubmission.fda.gov.mm)

• Public procurement timing: directives emphasize tender processes early in the financial year—front-load pre-tender influence & education. (LINCOLN)

2) Strategic pillars (what we will coach & implement)

A. Category Leadership (Narrative > Noise)

• Teach leaders to shift from “product vs. product” to Category POV (problem-led story, “lightning strikes” around ICU, Dialysis, Imaging Solutions). Use Category Design playbook to name the problem, define the new rules, and orchestrate concentrated market moments. (playbigger.com)

• Complement with Blue Ocean tools (strategy canvas, eliminate-reduce-raise-create) to carve uncontested space in priority lines (e.g., “ICU-as-a-System” bundles: ventilator + monitor + pumps + bed + training + financing). (Blue Ocean Strategy, INSEAD)

B. B2B Growth Engine (ABM + KAM for hospitals & large accounts)

• Executive coaching on Account-Based Marketing (ABM): build a Tiered Target Account List (TAL) of government hospitals, private hospital chains, labs and top OA enterprise buyers; align marketing + sales + service motions around those accounts. (Demandbase)

• Cadence: executive emails, C-suite roundtables, on-site demos, clinician KOL programs, tender road-mapping, and post-install success stories—all mapped per account stage.

C. Tender Intelligence & Pre-tender Influence (medical & OA)

• Install a tender calendar keyed to ministries & hospital budgeting cycles; run education campaigns (clinical outcomes, TCO, maintenance readiness) before RFP windows. Align with procurement directives and MFDA guidance. (LINCOLN, esubmission.fda.gov.mm)

D. Solution & Value Pricing (beyond discounts)

• Train leaders on EVC (Economic Value to Customer) and solution bundles (equipment + consumables + service SLAs + training + financing).

• Mandate a deal desk that enforces value-based pricing, keeps discount guardrails, and packages upgrades to protect margin.

E. Digital Demand & Field Acceleration (Myanmar-native mix)

• Weight media by actual reach/fit: TikTok (mass awareness/education), Facebook (community & retargeting), LinkedIn (B2B decision-makers); deploy vertical, low-bandwidth creative with clinician POV. (DataReportal – Global Digital Insights)

• Build Clinic/Education Live Series (short, mobile-first): ICU basics, Dialysis economics, Radiology workflow—cut into snackable reels; route all leads to Odoo → Power BI variance & pipeline views.

3) Executive scorecard (what we’ll hold managers accountable to)

Pipeline Velocity (use this weekly in ExCo):

Velocity = (# Opportunities × Avg Deal Value × Win Rate) ÷ Sales Cycle Length (by segment: Gov Hospitals, Pvt Hospitals, Labs, OA Enterprise). (HubSpot Blog)

Other non-negotiable KPIs:

• Tender Win Rate (by ministry/hospital & product line)

• Share of Wallet in top 50 institutions

• ABM Progress (meetings with buying committee, demo depth, POC status)

• Installed-base Expansion Rate (attach rate of service contracts & consumables)

• Service NPS & Uptime (marketable proof for tenders & renewals)

• Digital SOV on priority topics (ICU, Dialysis, Imaging, OA MPS) using platform reach benchmarks. (DataReportal – Global Digital Insights)

4) 90-day Coaching Plan (for top managers)

Phase 1 (Weeks 1–4): Alignment & POV

• Leadership workshop: Category POV + Blue Ocean canvas for ICU Solutions and Dialysis Network. Output: 1-page Category Narrative + “Lightning Strike” plan for Q4. (playbigger.com, Blue Ocean Strategy)

• ABM stand-up: finalize TAL-50 with owner per account; define buying committee maps & pre-tender education tracks. (Demandbase)

• Scorecard go-live: build Velocity board by segment; baseline current win rates and cycle lengths. (HubSpot Blog)

Phase 2 (Weeks 5–8): Build the Engine

• Content sprints: 6 “clinician-grade” explainers (ICU, Dialysis, Imaging workflows), each cut into TikTok/FB short videos + LinkedIn carousels for decision-makers. Map each to buyer-stage. (DataReportal – Global Digital Insights)

• Tender readiness: create templated bid/no-bid criteria, value calculators, MFDA-compliant claims checklist. (International Bar Association)

• Sales enablement: ICU & Dialysis solution playbooks (talk tracks, objection handling, ROI calc, competitive traps).

Phase 3 (Weeks 9–12): Strike & Scale

• Lightning Strike event cluster (e.g., “ICU Innovations by Concordia”) across Yangon + 2 branches; synchronize PR, KOLs, demo sites, and targeted ABM outreach in the 60-day pre-tender window. (playbigger.com, LINCOLN)

• Installed-base expansion blitz: service-led upgrades, PM contracts, and consumable attach packs.

• Quarterly business review (QBR): judge leaders on velocity uplift, tender wins, pipeline coverage, and margin integrity.

5) Coaching clinics (what we’ll teach hands-on)

1. Category POV Lab – turn product features into a leadership narrative (problem naming, enemy, “new rules”). (playbigger.com)

2. Blue Ocean Canvas – reframe ICU/Dialysis/Imaging as “systems” (raise clinical uptime, reduce capex spikes, create training & financing advantages). (Blue Ocean Strategy)

3. ABM & KAM Masterclass – TAL design, buying committee orchestration, 1:1 journeys. (Demandbase)

4. Tender Win Lab – bid/no-bid, value narratives, technical compliance, shadow pricing guardrails. (LINCOLN)

5. Digital Myanmar Playbook – TikTok/Facebook for mass reach; LinkedIn for C-suite credibility; creative spec + cadence. (DataReportal – Global Digital Insights)

6. Velocity & Forecast – operationalize the velocity equation; fix the biggest constraint first (win rate vs. sales cycle vs. deal size vs. # opps). (HubSpot Blog)

7. Claims & Compliance – MFDA/AMDD-aligned messaging checklist for all materials. (International Bar Association)

6) Immediate “Top 10” actions (start this week)

1. Approve TAL-50 and assign executive sponsors (one ExCo per 5 accounts). (Demandbase)

2. Lock ICU & Dialysis Category POVs; schedule first Lightning Strike in 6–8 weeks. (playbigger.com)

3. Stand up Velocity dashboard (segment-level) and publish weekly. (HubSpot Blog)

4. Publish ICU explainer (≤60s vertical), then 5-part reel series; cross-post per platform’s ad reach profile. (DataReportal – Global Digital Insights)

5. Launch KOL roundtable (intensivists, nephrologists, radiologists) for clinical proof & peer referrals.

6. Roll out bid/no-bid playbook + tender calendar synced to ministry timelines. (LINCOLN)

7. Create value calculators (TCO, uptime, staffing) to defend price & compress cycles.

8. Mandate deal desk approval for >X% discounts; tie manager bonus to margin + win rate.

9. Build service-as-marketing: publish uptime & NPS by site; package PM contracts as outcomes.

10. Start installed-base expansions (attach consumables, training, financing).

7) What you’ll see within 1 quarter

• Higher pipeline velocity (shorter cycles from ABM alignment & value assets). (HubSpot Blog)

• Improved tender win rate (earlier influence + compliance rigor). (International Bar Association, LINCOLN)

• Measurable digital reach lift across TikTok/Facebook with lower CPM on clinician-grade explainers. (DataReportal – Global Digital Insights)

If you want, I can turn this into a 12-week coaching deck + scorecard templates (Velocity board, TAL tracker, tender calendar, value calculator shells) tailored to your ICU Innovations push and your top 50 accounts—ready to run in Odoo + Power BI.