ResearchWorks, Inc.'s President and CEO Moshe Engelberg, PhD shares a proven four-step process for strategically determining and executing the optimal positioning, messaging and creative needs for new product launches.
SAN DIEGO - As people close to the industry know, Health IT is getting more and more cluttered with new marketing campaigns and products, making it more difficult to successfully launch new products. At the Health IT Marketing and PR Conference in Las Vegas earlier this month, ResearchWorks, Inc.'s President and CEO Moshe Engelberg, PhD, taught participants a proven four-step process for strategically determining and executing the optimal positioning, messaging and creative needs for new product launches.
"Companies need to make sure their new product launch powerfully resonates with customers, stands out in a crowded B2B market and galvanizes the right action," explained Dr. Engelberg. "This needs to be done while avoiding the ineffective 'firehose' approach of drowning people with too many features and benefits."
The Health IT Marketing and PR Conference focused on B2B marketing to health IT executives, hospitals and medical providers. During the session "Your Next Product Launch - How to Knock it Out of the Park," Dr. Engelberg used a case study to illustrate the four-step process noted above. He concluded by showing a case study that resulted in a 52 percent increase in referrals, coverage in over 1,000 global new sites and rave reviews from the company CEO. To review a summary of the presentation, please visit http://researchworks.com/PDF/RWI_Product_Launch_Talk.pdf
Dr. Engelberg continued, "The CustomerFirst framework™ we employ keeps the customer front and center in all new product and service launches. For a winning product launch, getting the value proposition, positioning and messaging right the first time is crucial."
Engelberg will speak next in San Diego at the Convergence Summit for the Wireless-Life Sciences Alliance on May 28th, 2015. He will lead a session entitled New Product Innovation & the Next Big Thing: How to Know What To Invest In. This lively mini-workshop will show participants a proven, research-driven approach for determining what to invest in and when to say no, as customer desire is put ahead of technology.
To learn more about ResearchWorks and President and CEO Moshe Engelberg, PhD, visit www.ResearchWorks.com
About ResearchWorks
ResearchWorks is a strategic consulting firm with deep roots in custom research. For over 20 years, ResearchWorks has been helping companies in the business of health to conquer obstacles, gain confidence and achieve success in the marketplace. The firm conducts custom research, develops grounded strategies and creates persuasive messaging to help companies avoid mistakes, know what to do and why, and get products and marketing right - the first time. To learn more, visit www.ResearchWorks.com
