In 2015, I was tasked with launching a new product into the hospital market named, Readmissions Analytics. This product was intended to help hospitals deal with a new financial penalty that the Centers for Medicare and Medicaid Services (CMS) imposed on them for what they deemed as excess readmissions, that is, people being discharged from the hospital and then returning in less than thirty days over a certain threshold.
Since this was a new product that dealt with a new problem, there were several challenges that needed to be overcome to gain marketplace acceptance. Not the smallest of which was gaining the attention of decision makers and influencers in the crowded hospital space.
The Content Driven Product Launch is the story of the content marketing campaign that launched this product into the marketplace. [Read more…]
As a business owner, product manager, or marketer, it’s very natural to be enthusiastic about your new product or service launch and, even a bit impatient to see revenue coming in from it.
Early in 2015, I was inspired to write a book that solved a very specific problem. After many years of launching and marketing products in B2B companies of all sizes, I noticed that, in most cases, they usually encountered many of the same stumbling blocks. These usually had to do with a lack of planning or reflection on their part before they went to market with them.
Have you ever been on the receiving end of a great customer experience?