Posts Tagged ‘launch’

Launch and Learn: What Does it Mean for Biotechnology?

One of the tenets of new media and marketing is a strategy called ‘Launch & Learn.’ It refers to executing marketing campaigns, launching products or websites quickly, setting up metrics to determine their success, and redefining as necessary. The benefit? Begin building brand loyalty and communicating with your customers early, rather than delaying launch, or waiting until your website or product has achieved perfection. The new paradigm has been driven by the growth of tools to create ‘web 2.0‘ websites, where users can interact and give feedback. This has accelerated the pace of business and the feedback loop cycle, and companies have quickly learned the benefit of launching campaigns and products sooner rather than later. What about Biotech products? We all know that there are many factors that come into product development and doing business in Biotech. Our products are not T-shirts which we can design one day and toss out the next. So, the products we launch are unlikely to hit the market any more quickly. However, engaging customers through web 2.0 tools, and testing ideas or campaigns can surely benefit any product or company. In biotechnology, especially, where so many directions for products can be taken, from tools […]

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