O'Reilly logo

Biodesign by Paul Yock, Josh Makower, Stefanos Zenios

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

5.7 Marketing and Stakeholder Strategy

Introduction
Consider two new medical devices with similar clinical data establishing their safety and efficacy. One is hailed as an important advancement, receives broad professional society support, and is quickly adopted upon its commercial launch. Another is dubbed “experimental,” blocked by key opinion leaders, and struggles in the market. Although there are many factors that can affect the adoption of a new technology, the difference in its success or failure often comes down to how well the company develops and executes a proactive, forward-looking, multi-faceted marketing and stakeholder strategy.
The greatest medtech innovations are disruptive. They deliver breakthrough improvements in patient ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required