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AHP was approached by a leading physician of cosmetic surgery for the purpose of helping conduct market readiness for a topical anesthetic cream. The product had not only proven to be much more effective than anything currently on the market, but also demonstrated the ability to provide more accurate outcomes for procedures. AHP was retained for the purpose of evaluating the market and ultimately managing the product’s distribution. AHP began the process by conducting market research as to the true scope of the potential market. Once the market was validated, AHP proceeded with development of all product identification collateral and trademarking. Throughout the process, AHP continued to monitor regulatory affairs for new rulings that would encompass the product. This proved to be a critical function since regulatory stipulations were being debated within the FDA. Upon recommendation of AHP, the developer of Topic TL determined not to proceed with manufacturing and distribution of the product until a conclusive decision was determined within the FDA. Prior to production, AHP was able to identify and confirm a recent regulatory change, which prohibited Topic TL from being developed further. Topic TL is a perfect case for the necessity of a thorough market readiness process as the developer was spared a potential investment of hundreds of thousands of dollars with no possibility of return. AHP’s due diligence proved to be the best investment that the developer could have made.
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