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Pre-Launch, Advice please.

by ToddieM
5 replies
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I guess you could call this a "pre-launch" to a product I'm thinking of making available in my office.
I understand (I haven't gotten hold of a rep right), that this laser is very expensive.
I'm wanting to get a list of people ready to use the unit before I even buy it. I want to see just how much interest there would be in such a unit before I take the plunge.
It's a way of treating fungal toenails in a one treatment/visit fashion.
First of all, is this ethical when I don't have the machine yet; and secondly, what sorts of things should I do to generate a "list" of patients interested in scheduling to have it done.
If it generates interest, it would more convince me to take the financial plunge and lease the thing. Oh, and my area as of right now, is wide open. Once a competitor podiatrist gets it, and starts advertising, my chances of success go way down.
#advice #prelaunch
  • Profile picture of the author dvduval
    You could always let people know that you are taking appointments starting at some date in the future, and then start advertising it. Then if you don't get enough interest, you can call them back and sell them on an alternative treatment.
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  • Profile picture of the author TheCren
    I think you should at least have a ball park for how many patients would be interested before you start advertising. If you tell everyone you're able to do the laser treatment, and then send out cancellations or try to sell them on something else, that would ruin your reputation wouldn't it. Call me old-fashioned, but I think you should be a doctor who keeps his word.
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    • Profile picture of the author ToddieM
      Originally Posted by TheCren View Post

      I think you should at least have a ball park for how many patients would be interested before you start advertising. If you tell everyone you're able to do the laser treatment, and then send out cancellations or try to sell them on something else, that would ruin your reputation wouldn't it. Call me old-fashioned, but I think you should be a doctor who keeps his word.
      I agree. I've sort of re-thought this idea. I'm wanting a delivery date of the machine to be two months out (so payments don't begin), and use that two months to generate patients and appointments.
      So, when I get delivery of the machine; I'll hit the ground running.
      Once the commitment is made to purchase the machine, there would be no backing out.
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  • Profile picture of the author TheCren
    Now that sounds like a good plan. I really do hope all works out for you. It seems that the manufacturer wouldn't be able to charge a high price if there wasn't high demand for this laser machine. That might not be true for the health care industry - I have no clue, just going on what I know from the one economics class I took in college.
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  • Profile picture of the author PeterDudek
    There's nothing un-ethical about developing a list of potential patients before you invest in an expensive machine. In fact, failure to do that would actually be irresponsible and reckless (from a Marketer's point of view).

    As far as the competition is concerned you need to have a paradigm shift about it. Competition means there's a market, that people are willing to spend money. No competition means maybe people won't buy. Maybe the only market for the machine is podiatrists who want to have it. There's something to be said about being "The First One" but it can be overrated.

    That said, if you do your market research and find there IS a market, by all means, be first and be everywhere with it. Do a lot of press releases and talk shows. And of course make lots of YouTube videos.

    One other thought--

    As far as making money is concerned...it's far superior to have a business model that requires repeated visits. One Visit Per Patient means that you will constantly be looking for new patients. Eventually you'll have cured everyone who wants to be cured that way. Then what? I have no idea how big the foot fungus market is, but I know that a Continuity Program is always better than a One-Time Sale.

    Best of luck to you!

    Peter
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