From concept development through post-launch assessment, customer input via market research is essential for positioning and commercializing new medical technologies. Attempting to bring a technology to market without adequate customer feedback, or even worse, disregarding customer feedback, will ultimately limit its acceptance in the marketplace.
Whether using a qualitative or quantitative approach, a common error is limiting customer feedback to a single customer segment and ignoring other individuals who are potentially involved in the decision making process related to the adoption of your technology. Also, while proper design and functionality are critical to a product’s success, customer friendly packaging, informative, easy to read labeling, and ease of setup are important attributes which can create a positive selling environment for a product. When marketing fails to obtain sufficient customer feedback on the above, it can lead to customer complaints and dissatisfaction slowing down or limiting the product’s acceptance.
Another common mistake is limiting the feedback to a small group of customers who may not represent a true cross-section of the market. This may include making decisions based on feedback from an elite group of physician advisors from academic institutions whose perspectives differ widely from physicians who are in a community practice setting or limiting input to customers at tertiary care hospitals when the product will also be targeted towards local community hospitals. Making decisions based solely on insight provided by a single customer or an inventor of the product should be avoided at all costs.
The Atticus Group can help you develop and implement market research initiatives to assist with obtaining feedback from individuals , in a non-biased manner, who will impact the adoption of your technology. From the planning and implementation of one-on-one or focus group-based qualitative research projects to the development of questionnaires for quantitative market research efforts at tradeshows or via online tools like SurveyMonkey, we have the experience to meet your needs.
What stage of product development are you at?
Which of the below represents where you are at in the product life cycle? Click on the appropriate box to learn more about how The Atticus Group can help support your needs.
Is your product in the development stage?
Whether you’ve got an initial prototype or are still in the design phase, The Atticus Group can help with sound advice for developing an initial business plan, defining the market for your device and helping you to address questions that may aid in your quest for future funding.
Are you preparing for product launch?
You’ve designed an innovative medical technology, confirmed its efficacy in clinical trials and are about to clear your last regulatory hurdles. You’re about to send your product out into the world – The Atticus Group can help you with pricing strategies, financial projections, development of economic messaging and more. Wherever you are in the process of commercializing your product, The Atticus Group can offer professional assistance with business development and creative marketing solutions that will help you make the most of your product’s strengths in today’s complex and crowded healthcare marketplace.
Is your product commercialized?
You’ve cleared all of the regulatory hurdles and have commercialized your technology – now you want to grow your business. The Atticus Group can help with tactical marketing solutions which can assist you in gaining a foothold in your targeted market segments and to drive product acceptance. Wherever you are in the process of commercializing your product, The Atticus Group can offer professional assistance that will help you make the most of your product’s strengths in today’s complex and crowded healthcare marketplace.