When creating a new product or launching a new service, the first question you ask yourself is whether it will be successful and you will be able to sell it. Marketing theory says that you start with the user’s needs and then build products/services to meet them. In reality, after the launch it doesn’t work like that anymore. You already have your solution and want to find a way to match it on potential customers’ needs. As soon as you can sense any opportunity there, you can start building your approach.

In this first article of the series, we will start with medical practices. Imagine a medical partnership with a couple of practitioners and a couple of nurses in a small office, a receptionist, and a legacy telephony system.