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Our Position

Launch Team Blog

Michele Nichols

Recent Posts

3 Best Practices for Increasing Medical Device Market Penetration

Recent research predicts that R&D expenditure for medical devices will grow to $34 billion by 2022, but top line growth is slowing. And while this increase in R&D investment is a positive sign, uncertainty in healthcare reform is causing some paralysis in the market. How can companies overcome this risk aversion and really sell?

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Topics: Medical Device, Product Launch, Marketing Strategy

Trends in the Medical Device Market: Accelerating Product Launch, Managing Risk

As we do each year, Launch Team has paired up with Novatek to take a close look at the current trends, changes and technologies that are impacting the medical device industry. From product launches to new sales models, we're examining the 2018 outlook and sharing our insights.

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Topics: Medical Device, Business Insights

Product Launch & Inbound Strategy: Is the Blog Dead?

Is the blog dead? Marketing gurus have predicted the death of blogging on and off since 2009. In niche industries like optics and photonics, advanced manufacturing, and medical devices, many companies were slow to adopt a content-driven strategy because they believed their customers didn’t read blogs. Now that they’ve seen the ROI of blogging, we question how long it will remain viable. Let’s explore.

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Topics: Product Launch, Inbound Marketing

Reaching Your Customers' Customers: Market Outlook in Additive Manufacturing & Automation

FABTECH in Chicago represents some of the fastest growing segments in U.S. manufacturing today, including laser marking and automation. Attendees are the ultimate users of many of the technologies we work in: laser diodes, optical assemblies, laser steering systems, coating technology, and capital equipment. Yet many of these companies know little about the end application and the users’ needs.

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Topics: Positioning, Business Insights

Coping with Q4 Pressures: Sell More, Spend Less


It's the fourth quarter, and everyone is under pressure to close the year strong. For most companies, that means a mandate to cut spending and close more deals. However, one of those instructions often undermines the other. Marketing budgets are often the first to experience cuts, and these cuts can feel self-defeating. Marketing creates sales, and a healthy marketing and sales pipeline is key to sustainable growth.

Making this argument may not change your Q4 reality, though. Instead, we offer some practical suggestions of marketing and sales activities to stop, and some to start, to meet your budget and sales targets. 

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Topics: Business Insights, Marketing Strategy

INBOUND 2017: Marketing Strategies that Keep Up with Changing Customer Behaviors

Members of the Launch team trekked to Boston recently for INBOUND 2017, HubSpot's annual conference on inbound marketing best practices. It was a few team members’ first time attending, but it was a learning experience for all, as well as a chance to visit local Boston clients.

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Topics: Inbound Marketing

Deep Dive into Emerging Markets: Opportunities for Optics in AR & VR

While virtual reality promised and failed to hit 2016 expectations, market projections still show that augmented reality and virtual reality will reach $108B by 2021. Consumer electronics are a high-volume opportunity for U.S. optical manufacturers, but they often remain elusive due to cost constraints. Does augmented reality (AR) or virtual reality (VR) offer some optics and photonics companies a stronghold? Let’s break it down.

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Eating the Elephant: Marketing Tips for Product Managers

More than a Product Manager

The role of the product manager is increasingly important in industries like medical devices, where time to market is accelerating, and optics and photonics, where emerging markets are driving demand for product innovation.  

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Topics: Marketing Strategy, Business Insights

The CEO as Sales Manager: Asking the Right Questions

In growing small and mid-sized companies, the CEO is often the company’s best salesperson. As the company grows, so does the sales team, but the CEO seldom is able to totally abdicate a role in sales.

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Topics: Sales

What’s Next in Medical Devices, and What Does It Mean for Optics?

The medical device market continues its slow and steady growth—projected at 2.8% annually for the next five years—making it an attractive and sustainable space for optics companies positioned to fill emerging needs. But where exactly does your company fit?

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