Failure to Launch: How to Prioritize Your Product Launches

Posted by Matt Singer on February 17, 2020

This post is the second in a multipart series.

In a previous post, we explored how new products aren’t created equally and how to determine the best approach to launching them. We talked about how launches should be prioritized based on answering a couple of questions: How compelling is the new product’s value proposition from the customer’s perspective? How large is the realistic, addressable market opportunity for this product?


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New Product Launches: Some Matter More Than Others

Posted by Matt Singer on September 18, 2019

This blog post is the first in a multipart series.

Medtech companies are often eager to tell investors how many new products they launch per year. Some companies boast of numbers in the dozens or even hundreds—and some companies believe the high volume is evidence of innovation. However, most new product launches fail to deliver on expectations. This problem made me think: Are all product launches equal, or are some more important than others? And if they’re not equal, why do we treat them as if they are?


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From Collision to Collaboration: How Diagnostics, Pharma and Patients Can Succeed Together

Posted by Jim Adelizzi on August 31, 2017

Pavan Anne co-wrote this blog post with Jim Adelizzi.

In this new era of personalized medicine, matching the right patient with the right targeted therapy requires pharmaceutical and diagnostic companies to reach across industry lines and collaborate long before launch. Together, they need to create a strategy that enables the companion diagnostic to differentiate and accelerate the therapy rather than impede its growth. I’ve witnessed a few ways that these entities can create a go-to-market strategy in unison and carry that tight-knit collaboration all the way to market. To illustrate the inherent challenges, let’s consider the case of two fictional oncology companies that have entered into a research and commercialization agreement: Pharma Depot Co. and Diagnostics “R” Us Inc. 


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Who’s Running Your Launch Strategy Anyway? Avoiding Mediocre Results From Poor Targeting Execution

Posted by Brian Chapman on July 14, 2015

The new thing is coming. Finally, a product we can sell. This thing really changes the game. Everyone wants it. The plans are written, training is locked, messages are pure brilliance. As soon as we get CE and FDA, as fast as the factory can make it, we will sell it. The national sales meeting is coming, we are all going to hit the road and sell! Sell! Sell!


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