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Stage – ID5: Distribute the Product

This stage includes not only manufacture, quality control, packaging and distribution throughout the product's lifecycle, but also legal, financial, business development, training and other support activities.

Select a task name below for more information

Task Overview

Initial clinical studies may produce information for regulatory agencies, and will generate a core of users (clinical champions) who will be vital in the wider promotion and acceptance of your product. Employ these champions as key elements of your initial marketing campaign.

What you need to do:

First, answer these questions:

  • How can the product benefits best be communicated to prospective customers - through events, brochures, learned publications (the mix is important)?
  • Is the hardcopy and online package of product and supporting materials (instruments, training resources, patient advice, promotional materials, etc) complete and fully operational?
  • Do other healthcare professionals, such as nurses, physiotherapists, etc. need to be engaged?
  • Should you, in association with the product maintenance policy, create a formal customer support structure, such as a helpdesk?

Create a full two-year marketing plan to justify funding the launch of the products in target markets.

  • Who will be the early adopters?
  • Will you need to plan for any adjusted timing of the launch in different market sub-sectors?
  • How will you manage the start-up and inventory costs?

Contact the NHS Supply Chain to see if your product can be adopted for use in the NHS, and featured in its national catalogue of approved medical supplies.

Complete key post launch checks:

  • Product verification has been achieved, i.e. the manufactured product meets design specification.
  • Product launch has been successful.
  • Initial sales to ‘early adopters’ have gone well.
  • Product is functioning well in use and producing positive clinical data.

After launch, consider further regulatory approval to market the product elsewhere (e.g. from MHRA in Europe, FDA in US). These milestones may greatly enhance the value of the business.

With sales generating revenue, a mix of factors contributes to perceived value, comprising the enhanced value of the IP for a commercially viable product, the income generating potential of the business itself, and the acquired ‘know-how’ of the company in bringing a product to market.

Do not proceed to the next stage without first having demonstrated the value above (i.e. if you have doubts about production capacity for market expansion or clinical outcomes are not as marked as expected, it may not be viable to drive company expansion yet).