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Part 1. Consider the Proteus Pill case. You do not need to answer the questions

by | Sep 2, 2022 | Marketing | 0 comments

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Part 1.
Consider the Proteus Pill case. You do not need to answer the questions posed in the case, but consider the scenarios posed in those questions (some are used below). Using information regarding factors influencing innovation success, please answer the following questions: (a) Who are the core stakeholders that need to be considered (e.g., patients, insurance companies, etc.)?
(b) For patients, what value does the Proteus Pill offer? Consider features, benefits, and needs (and for needs, provide rationale).
(c) Why might patients be content with what they are doing now and would therefore not feel they need the Proteus Pill (provide rationale)?
(d) Why might patients be fearful of Proteus Pill (provide rationale)?
(e) For patients, what independent influences might be having an impact on them (explain/provide rationale)?
(f) If you were to conduct research with/on the Proteus Pill, what research method(s) would you use (provide rationale and the questions you believe each type of research would answer)?
Part 2.
Think of your customers (note, for many of you, these may be customers who are internal to your organization) and articulate three different segments within your market place. For one of these segments: (1) list the core needs; (2) identify the critical benefits sought; (3) articulate why people might be stable with what they are currently doing, and, (4) delineate aspects pertaining to fear and uncertainty surrounding your core offering might be present.

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