DEFINITION
DISRUPTIVE TECHNOLOGY – Innovative, practice-changing technology that represents a new concept, a new way of thinking. No product currently exists, although there may be a distant similarity to an existing technology. It is not a sequential improvement of existing technology, but a disruption of the status quo.
KEY POINT
THERE IS NO POSITION IN THE CUSTOMER’S MIND.
EXAMPLES
Percutaneous and endovascular therapies for cardiovascular disease
Pulse oximetry, EECP therapy, TMR
Gunpowder, Steam Engines, Airplanes, Computers
WHAT CAN WE SAY ABOUT THE MEDICAL MARKET FOR TECHNOLOGY?
· Potential market is tech-savvy.
· Potential market is tech-weary.
· Potential market is tech-wary.
· Potential market is continuously bombarded with tech messages.
KEY POINT
FILTERS ARE ON AND MARKET RESISTANCE IS HIGH TO ADOPTION OF DISRUPTIVE TECHNOLOGIES.
HOW DO WE OVERCOME RESISTANCE AND DRIVE ADOPTION OF DISRUPTIVE TECHNOLOGY IN MEDICAL MARKETS?
CREATE PERCEPTION
POSITIONING – We must craft and consistently communicate a simple statement/image that creates a unique and positive perception in the mind of the customer.
BRANDING – Attach unique and positive image to single provider.
CREATE AWARENESS
PROFESSIONAL ASSOCIATIONS
Exhibits – Technology Illustrated
Presentations – Technology Described
Workshops – Technology Experienced
CREATE CREDIBILITY
THOUGHT LEADERS – LUMINARIES – INNOVATORS
Research and publications in professional journals
Speakers Bureau
Referral Centers – Technology in use, generation of data for use during product sales phase
CREATE PULL-THROUGH
END USERS - PATIENTS
DTP Programs – Groups, Web chat rooms
DTP Awareness – Infomercials, Hand-outs, Giveaways
Mass Media – TV and Radio Talk Shows, Print , Web
Books and Consumer Publications
Public Relations Programs
CREATE FAMILIARITY AND COMFORT LEVEL
EDUCATIONAL PROGRAMS
Live Seminars – National, Regional, Local
Broadcast Seminars
White Papers
Video/CD Programs
KEY POINT
ACCELERATING MEDICAL MARKET ADOPTION OF DISRUPTIVE TECHNOLOGIES IS LARGELY A PROCESS OF FOCUSED AND CONTINUOUS EDUCATION
If we have crafted and implemented the above tactics well and repeatedly, we will have prepared the market for the sales phase:
rapid adoption, market penetration and revenue growth.