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?
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?