FormPrint's Medical Products senior Vice President of the business unit is weighing issues to be raised by the forthcominglaunching of new 3D printing system, the Ortho500, which could print custom exoskeletal orthopedic braces,splints, and casts that aligned to a patient's body.
The potential market extended exceeding huge urban hospitals to high-volume outpatient offices located in the U.S., with a long-term objective of extending internationally. . The product represents a significant new market opportunity for FormPrint'sorthopedic business unit, but requires a brand new way of sales and advertising. Whether the merchandise should be sold by the existing orthopedic sales force or by independent sales representatives of FormPrint? Other issues include the Ortho500's function in the business’s international marketing strategy and also the requirement for improving marketing-sales coordination in a changing healthcare market.
Bonus compensation would be reduced and also the department could face layoffs in case the Ortho500 failed to fulfil sales targets. The case aims a core advertising decision-direct vs. indirect channels of distribution-and raises important problems in strategic development and execution. TheFormPrint case is ideal for utilization in courses on marketing strategy, marketing organization, B2B marketing, or new product development.
PUBLICATION DATE: September 09, 2014 PRODUCT #: 915535-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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