JANUARY / February 2010

IVD Technology: Finding success through the IVD product definition process

When developing new products for the diagnostic and clinical markets commercial success depends as much on defining the correct product need as it does on finding a good technology solution.

Many companies when bringing a new product to market are driven by perceived needs, past products or a favourite technology that might be newly developed or recently acquired. Rarely is the question "Is this a solution to a problem that my customers care about?" asked, or answered properly.

This article, written by Rob Danby, Invetech Manager of Diagnostics, illustrates how asking the right questions in order to get the right answers, leads to developing the right product and ultimately commercial success.

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