Customers in Healthcare - Challenges in Making and Selling Medical Products

he four-hour session covers: i) the overlaps and differences between buyers, decision-makers, specifiers, influencers, payers, users, and beneficiaries; ii) their interactions and roles in various kinds of medical product adoption and usage decisions; iii) the importance of understanding buying motivations; and, iv) high-level strategies helpful in product development and marketing and sales to better drive specialized medical product adoption.

This session is appropriate for inventors and researchers, product developers, and marketing managers. It will help students formulate and articulate benefits important to each of the players involved in a medical product or service decision. A supplementary reading list will be provided in addition to the class presentation outline.