See if you're on the
Did you know that your market strategy should start long before your innovation is even ready to launch? Or that the most successful innovators “co-create,” developing their innovation together with the people it will serve?
This is just one small element of the entire commercialization process – the set of decisions and activities to bring a new product to market and make sure it sells.
In this book, Dr. Roxie demystifies the commercialization process and outlines all the moving parts that form a winning strategy.
The truth is, having a superior product isn’t enough to skyrocket your innovation into fame and fortune. Your deep passion and drive to transform healthcare aren’t enough either.
The secret sauce is to make sure you target the early market from the onset. Spoiler alert: it’s not the same as the mainstream market — which means that your strategy will be completely different. And that’s where things start to go wrong for that 95%.
Even with 20 years of experience in the healthcare industry, Stacie needed help getting her connected nebulizer to the 29 million pediatric patients who need it.
We started with an early adoption strategy that allowed her to get hyper-targeted insights from the market. Then, she could co-create the nebulizer with stakeholders and even patients — an uncommon but impactful way to make sure she was on the right path.