Originally Published MX July/August 2004

ADVERTISING, DISTRIBUTION, & SALES

For medtech marketers, early involvement and strategic
follow-through are key elements of a successful product launch.

Launching a new medical product is a complex task, fraught with opportunities for misjudgment that can waste limited marketing dollars and even undermine a company's best chances for market visibility.

Such marketing pitfalls can be encountered by medtech companies of just about any size. Sometimes for very different reasons, both large and small companies are equally likely to delay involving marketing staff until a product's launch date is nearly upon them. And both are also prone to failures in market intelligence that can weaken a new product's approach to desirable target audiences.