Title

How Leaders Market and Commercialize Healthcare Technology Innovation

Document Type

Article

Publication Date

2017

Originally Published In

Journal of Business and Economic Perspectives

Volume Number

XLIV

Issue Number

2

Page Numbers

49-71

Abstract

This study investigates what strategies technology development marketing leaders utilized to commercialize a new product innovation in the healthcare market. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies implemented during the pilot customer phase, and strategies implemented in the broader market launch phase of the CoI process. Findings from this study may contribute to maximizing commercial success and the diffusion of new product innovations in healthcare, which might lead to better patient outcomes and enhanced ways of practicing medicine.

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