Extensive desk research identifies the types of individuals who are likely use a product. Discussion with key opinion leaders and academic clinicians provide insights and feedback to inform:
- Relative importance of the 'Unique Selling Points' (USPs) of the proposed product;
- Regional variations and trends in clinical practice;
- Proof-of-principle research programmes;
- Criteria used to make purchasing decisions;
- Price sensitivity;
- Marketing strategies;
- Design specifications;
- Reimbursement issues.
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