Improving market adoption of innovative medical devices

Accelerate Associates regularly examines the potential market opportunity for novel medical devices and diagnostic tools. The next stage is to take the product to market.

There are generally five characteristics that affect the rate of adoption of innovative products. These are:

  • Relative advantage: What benefits the innovation provides the user over existing technology
  • Compatibility: How consistent the innovation is with existing values and needs in the market
  • Complexity: Whether the innovation is more or less difficult to use than existing technology
  • Trialability: How much can the innovation be experienced on a limited basis before purchase
  • Observability: The visibility of the result of using the innovation to other potential users in the market.

Accelerate produces strategic marketing plans to launch novel medical devices and diagnostics into the global marketplace. Using our market research expertise, we identify key opinion leaders and opportunities to identify potential early adopters. Combine this with a strategic marketing communications program for a successful new product launch.


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