 |
    |
|
|
|
 |
Today's dentists recognize the role technology plays in the quality of care provided to patients. Despite this awareness, many dentists are reluctant to embrace change as they are bombarded constantly with the “latest and greatest” technology. For decades dentists have utilized a manual periodontal probe for patient evaluation and diagnosis of early stage periodontal disease. AHP was contracted by the master distributor of the Florida Probe, a computerized periodontal probing device, for the purpose of implementation of a marketing plan for the mass acceptance of the Florida Probe. AHP began by networking with dentists and industry experts for the purpose of determining what barriers existed that kept the product from being more widely accepted. The Florida Probe seemed to have huge advantages in terms of efficiency, accuracy, patient education, and revenue generation for the dentist. After extensive research and marketing due diligence, AHP came to realize that the standard of care in the industry was so firmly entrenched that dentists were not likely to adopt the new technology offered by the Florida Probe. At the conclusion of the research, AHP advised the client to cease investment in their current marketing plan and reconsider their financial model. In so doing, the investors saved thousands of dollars on a plan that was imminent to fail. The Florida Probe is an example of a great product that lacked industry acceptance due to market climate, entrenched methods and standards of care. Having a great product does not guarantee success, market recognition of value and acceptance determine success. No company should invest in a market launch of a product based solely on great science and technology. AHP identifies the market’s true willingness to adopt a product before investment is made. There is a fine balance that must be maintained between minimizing risk and timing the market. AHP clients have grown to appreciate the insight they gain to the marketplace as a result of the AHP market readiness process.
|
