Launch Strategy
When your product is closer to launch you need to determine the launch strategy. From your go-to-market strategy, you need to select the segment to drive the innovation adoption curve.
For successful market adoption, you need to consider carefully in which geography, target market and target segment you are going to launch first.
The Innovation Adoption Curve (developed by Everett Rogers) has demonstrated that engaging early adopters to demonstrate the value of your product in practice and prove its commercial viability is very important, but only the start of your market adoption journey.
Your launch strategy is essentially about understanding and driving the Innovation Adoption curve of the product where you should focus on one group of customers at a time, using each group as a base for generating evidence to market to the next group.
The most difficult step for innovative products is ‘crossing the chasm’: making the transition between visionaries (early adopters) and pragmatists (early majority), mainly because their needs are typically not the same, and they also require different proof points and messaging.
Once this critical decision has been made, you need to execute the elements developed in your go-to-market plan.
Best Practices
Leverage our deep knowledge and tested strategies.
For a successful product launch, make sure your value proposition, positioning, messaging and KOLs are appropriate to appeal to the selected target segment. If needed, do additional market research and market testing to validate your understanding of the target segment, their buying behaviour, unmet needs and how they can best be engaged and exposed to the benefits of your product compared to alternative solutions.
This will form the foundation for your launch and market activation plan.
Get in touch
Get in touch to discuss how Hardian Health can help you identify your best launch segment.