How Leaders Market and Commercialize Healthcare Technology Innovation

Circumvent market failure. Maximize adoption and commercial success

In this peer-reviewed article, authors Dr. Roxie Mooney, DBA (CEO & Chief Marketing Scientist of Legacy DNA Marketing Group) and Dr. Rocky Dwyer, PhD, FCPA, FCMA present findings from a single case study. In the study, Dr. Roxie interviewed business leaders who launched an artificial intelligence platform in healthcare to explore and analyze the strategies used in the commercialization process.

The authors reveal the hidden pitfalls of commercializing a technology innovation in healthcare, especially a radical innovation.

Learn how you can circumvent failure and reach innovation success.

In this article, we share strategies that were implemented during all three phases of the commercialization process:

  • Prelaunch phase
  • Pilot customer phase
  • Broader market launch phase
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Mooney, R., & Dwyer, R. J. (2017). How leaders market and commercialize healthcare technology innovation. Journal of Economic and Business Perspectives, XLIV (2), 49-71.

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