The biggest problem facing innovative companies can be explained and solved by evolutionary science

It is the marketers’ most baffling and frustrating puzzle: you have a new and highly innovative product, with demonstrable benefits for the patient, the payer and the healthcare professional. And yet the healthcare system is incredibly slow to adopt it or restricts it to a tiny niche. There seems no rationale in this self-defeating behaviour, which harms both the innovative company, its customers and, ultimately, society as a whole. My research reveals this phenomenon is quite commonplace but poorly understood by marketers in the life science sectors, who often class it as ‘par for the course in this business’. Yet my work, which examines the pharmaceutical and medtech industries through the lens of evolutionary science, both explains this frustrating experience and provides options for resolving the situation.....

This is the beginning of an article published in the July/August Edition of PME. If you're a first level contact of mine and you would like to receive a PDF, just leave a comment and I'll send it to you. If not, you can find it at PMLive.com, You can also find hundreds of my previous publications at my web site