Implementing an Effective Product-Launch Strategy

In preparation for the launch of a new health product in an already crowded and highly contentious market, a well-regarded healthcare company charged The Reis Group with implementing an effective stakeholder strategy that would help neutralize negative sentiment, seed the ground for introduction of the new product. The way that the company was talking with consumers about the benefits of new product was alienating health care professionals. We needed to test and refine their messages. We gathered sharp insights about what language resonated most with them, what phrasing raised concerns, and what caused confusion. Our cumulative research efforts resulted in the successful product launch and opened the door for future collaborations with key stakeholder organizations.