20 Pages Posted: 30 May 2017
This case examines InSightec, a company that had pioneered a therapeutic medical technology known as magnetic-resonance-guided focused ultrasound surgery with a product line named ExAblate. Further developing the technology to include brain treatments in a product called ExAblate Neuro, InSightec had the proprietary ability to safely penetrate the skull en route to a targeted lesion. Among other ailments, essential tremor (ET) appeared to be effectively treated in this manner. With FDA approval of ExAblate Neuro expected within two to three years, InSightec's VP of sales and marketing in the Americas was now tasked with devising a go-to-market strategy for the launch of this innovative new medical device in the complex and evolving U.S. health care market.
Rev. Dec. 8, 2015
Judy Davis, VP of sales and marketing in the Americas for InSightec, closed out of the video conference with Jeffrey Elias, principal investigator of InSightec's Phase 3 clinical trial for its new ExAblate Neuro device. The news had been good; recruitment had officially closed, and the pivotal study was running on schedule. Although results were not yet released, Davis and the rest of InSightec's management were confident that they would be favorable, and initial submissions to the U.S. Food and Drug Administration (FDA) would be feasible by year-end 2016. Everything was going according to plan, but Davis was painfully aware that there was not much of a business plan left to execute.
InSightec was a privately held company headquartered in Israel that had pioneered a therapeutic medical technology known as magnetic-resonance-guided focused ultrasound surgery (MRgFUS). Focused ultrasound referred to the precise concentration of sound waves to act on a particular target segment of the human body. The guidance of magnetic resonance imaging (MRI) technology allowed for noninvasive targeted destruction of diseased tissue throughout the body, otherwise known as therapeutic ablation. InSightec currently provided this technology, for a very limited set of indications, with a product line named ExAblate.
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Keywords: marketing strategy, medical devices, health care, marketing planning process, B to B marketing, healthcare innovation
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