The prospect of launching a new product is exciting and nothing gets the team more engaged than a new beginning and fortuitous horizon. That said, make sure that come launch day you are prepared for a resounding success. Start off with a bang (and avoid a loud thud). But, how?
First, ensure that you are clear about the product market fit.
1. Are you and your crew exceedingly clear about the problem you are solving and for whom?
2. Does your target customer recognize the problem and are they motivated to find a solution?
If the answer to these questions is ‘yes’, you are on the right trajectory.
The next step is to ensure that your message platform resonates with your target customer. Remember, people decide to buy based on satisfying emotional needs. So, in addition to providing your customer with the rational argument to purchase (features and benefits); be sure to highlight the emotional benefit they will receive. For example, they will have confidence that the test result you provide is accurate and with this information they can safely recommend a treatment plan for their patient.
Finally, how will you introduce your product to your customer? Where do they turn to get information to inform their clinical practice? Do they attend scientific conferences or read publications? Do they rely on thought leaders in their community or national organizations for insights in the latest practices? If you know the answers to these questions, you can develop a promotional plan to hit the right communications path that will put your product message in front of them.
To learn more about how to launch a product successfully, email us at email@example.com and watch your business take off!