Jordan Bayless from Optimal Strategix Group, Inc. and Willy Hoos from Phillips Respironics presented a case study at CBI’s Product Launch Series: 2nd Annual West Coast Summit on Medical Device and Bio/Pharmaceutical Commercialization and Product Launches in San Francisco, CA.The presentation titled “Understanding Customer Needs — Effective Strategies for Market Launch” focused on experiences from a recent case study. Commercial teams learned about understanding customer needs and developing a customer-focused positioning, messaging and market access plan. In this session, unique market research methodologies were demonstrated that drove high impact results to shape commercial strategies and plans for an innovative new product.
Results discussed included:
- Knowing your segments and what is most important to them
- Knowing how to distinguish between profitable and high risk customer segments
- Identifying what drives customers to become truly dissatisfied
- Understanding product strengths compared to competition
- Making informed positioning and investment decisions
The conference was well attended by representatives from major pharmaceutical and medical device manufacturers, as well as industry experts and thought leaders.
