Practical direct and strategic new product screening framework
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Transcript of Practical direct and strategic new product screening framework
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© 2013 Winton Gibbons
Customers • Salesforce call pa0ern • Cross-‐selling | bundling • Umbrella branding • Awareness by cons<tuents • Commercial infrastructure • Lower cost to serve • Distribu<on • Deep understanding of needs
Diseases • Opinion leaders • Medical associa<ons • Pa<ent advocacy • FDA | other regulatory • Reimbursement • Awareness by cons<tuents • Trained sales & marke<ng
Technologies • Lower risk • Faster development • Intellectual property • Lower cost of goods • Installed base • Customer familiarity (e.g., training, ease of use) • Awareness by cons<tuents
Overlaps among current customers, technologies, and
diseases should drive be>er performance for new products