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- W230243017 abstract "Abstract Well before a product is ready for commercialization, biotechnology companies must develop a sound market strategy. This market plan is essential for more than just commercialization activities, but it is vital for investors who want to know if your product has enough value to support their interest. In order to be successful, medical biotechnology products must satisfy the needs of three customers, the patient, the physician, and the payer. Each of these customers must recognize value from your product and they must be confident that it satisfies an unmet need. A market strategy is a strategic document what outlines your target market needs, your market channels, and your product’s points-of-differentiation over your competitors and substitutes. Your market plan also includes revenue projections and key assumptions backed by data, and it becomes an essential component of your business plan. In this chapter we review the tools and methods used when developing a market strategy then work through an exercise that will help you get started." @default.
- W230243017 created "2016-06-24" @default.
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- W230243017 date "2014-01-01" @default.
- W230243017 modified "2023-09-23" @default.
- W230243017 title "Biotechnology Products and Their Customers: Developing a Successful Market Strategy" @default.
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