Launch Communications

Originally Published MX May/June 2003

BUSINESS PLANNING & TECHNOLOGY DEVELOPMENT

Gatherings of medical professionals can make ideal venues for launching a new medical technology, but developing an effective communications strategy is an essential prerequisite for success.

Judith Filek

A company's new medical product or technology has been approved by FDA and is ready for launch. A large medical symposium or an associated satellite conference provides an outstanding occasion for introducing the innovation to its market. The meeting will be attended by thousands of healthcare professionals and representatives of their group purchasing organizations.

Mere announcement does not automatically mean successful product introduction, however. The company will find many competitors at the event attempting to do the same thing. Its executives need something more than a marketing and advertising strategy.