Leading medical device company looking to establish new therapy leveraging technological breakthrough
Unclear how to position new product offering, relative to category definition, benefits sought, and reasons to believe
Looking for structured process discipline in taking the organization through new brand creation process
Market assessment phase, including technology assessment, competitive analysis and review of best practices in new product category creation
Physician market research, including needs exploratory and concept optimization
Recommended launch positioning, including illustrative brand strategy concepts (sample taglines, logos) to illustrate brand development potential
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