Why realistic testing prevents innovation failure
Great innovation concepts can still fail in market. Learn how realistic testing in competitive contexts prevents costly failures during development.
To optimize the uptake of medical foods for disease treatment or prevention, medical companies need to target both consumers (patients) and healthcare professionals. These two target groups have a different level of knowledge and different needs, and therefore require a different marketing approach.
Published on Research and Results , our Healthcare Client Solutions Manager – Robert Dossin, shared how you best allocate marketing activities to target patients and healthcare professionals.
Major medical nutrition players used to focus on delivering medical nutrition for malnutrition (for example countering a lack of nutrients). As these products are covered by health services and insurers in most countries, medical nutrition marketers traditionally focus on healthcare professionals: the prescribers. Limited attention is paid to convincing end-consumers. With consumers as final purchase decision makers, it is crucial to understand their needs and perceptions and how to best convince them to purchase these products. Hence a new expertise is required: defining successful consumer marketing approaches.
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Great innovation concepts can still fail in market. Learn how realistic testing in competitive contexts prevents costly failures during development.
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