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How Do You Boost Acceptance of a New Product? Three Solutions

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Situation: A company is introducing a new product that enables devices to monitor patient medical conditions via smartphone. This can improve early detection of disease and lower medical costs. However, bureaucratic inertia within major medical providers can inhibit the adoption of disruptive technologies. How do you boost acceptance of a new product?

Advice from the CEOs:

  • Take an inexpensive ultrasound device as an example – a device that can both provide the results of a breast scan for cancer and transmit the results to an individual’s physician. A device like this can be emotional for some women, and they may be reluctant to use a product not recommended by their doctor. Therefore it is critical to gain physician acceptance of the device. this can be achieve this by: publishing medical studies demonstrating the efficacy of the device, building and leveraging relationships with medical societies and groups through white papers and presentations at meetings by champions for the device, and participating in high profile events such as American Cancer Society events or the Race for the Cure.
  • Consumer awareness of the device can be built through targeted advertisements in women’s magazines and gaining the support of high profile female spokespersons who have experienced and recovered from breast cancer. This can generate radio and television talk show appearances, infomercials via TV and the Internet, Blogs and generating discussion about the device on disease-specific web sites to generate viral marketing.
  • Do not be afraid of researching non-traditional activities. For example, there is significant potential for a device like this in portions of the Muslim world, where women won’t see a male doctor and few female doctors are available. This results in breast cancer death rates three times higher than those seen in the West.

Thanks to Kenneth Purfey for his contribution to this discussion.

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Can You Accelerate Market Acceptance of a New Product?

Interview with Kenneth Purfey, CFO, Identification Solutions

Situation: At the January Consumer Electronics Show, it was evident that a hot market for 2011 will be low cost enabling devices to monitor patient medical conditions via smartphone. These devices can improve early detection of disease and lower medical costs. However, the bureaucratic inertia of major medical providers can inhibit the adoption of disruptive technologies. What can you do to accelerate consumer acceptance of a new device?

Advice:

  • Let’s take a particular device as an example – an inexpensive ultrasound device that can both provide the results of a breast scan for cancer and transmit the results to your physician.
  • A device like this can be emotional for some women, and they may be reluctant to use a product not recommended by their doctor. It is therefore important to gain physician acceptance of the device. You can achieve this by:
    • Publishing medical studies demonstrating the efficacy of the device.
    • Building and leveraging relationships with medical societies and groups through while papers, and presentations at meetings by champions for the device.
    • Participating in high profile events such as American Cancer Society events or the Susan G. Komen Race for the Cure.
  • Consumer awareness of the device can be built through:
    • Targeted advertisements in women’s magazines.
    • Gaining the support of high profile women spokespersons who have experienced and recovered from breast cancer. This can generate radio and television talk show appearances.
    • Infomercials via television and the Internet.
    • Generating discussion about the device on disease-specific web sites to generate viral marketing.
  • Do not be afraid of researching non-traditional activities. Recently, it was discovered that there is significant potential for a device like this in portions of the Muslim world, where women won’t see a male doctor, and unfortunately few female doctors are available. This results in breast cancer death rates three times higher than those seen in the West.

You can contact Ken Purfey at kpurfey@msn.com

Key Words: Medical Device, Smartphone, Early Detection, Medical Costs, Consumer Awareness, Ultrasound, Breast Cancer, Physician, Doctor, Advertisement, Infomercial  [like]