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Acorai AB: Marketing “Listening to Your Heart With AI"
內容大綱
Acorai AB, a Swedish medical start-up, had developed a heart monitor designed to meet the needs of cardiologists worldwide. The portable heart monitor had demonstrated in clinical trials its equivalence to the prevailing gold standard of invasive blood pressure management. The establishment of proof of parity was a big step forward for the company, though the clinical trials were preliminary and the product on hand was only a prototype. <br><br>The director of Sales and Marketing at Acorai AB was keen to establish product–market fit, and to resolve another dilemma: Should the start-up stay only in Sweden, limiting its activities to local clinical studies, local clinical research, local patients, and local cardiologists? Or should it pursue a higher profile by conducting clinical studies in the United States—the largest health-care market in the world—and then the European Union, as part of getting regulatory approval in both geographies, before launching the product globally?
學習目標
The case can be used in marketing core courses for undergraduate, graduate, and executive education business programs. It can also be used in the international business stream.<br><br>Working through the case and assignment questions will give students the opportunity to delve into the challenges the director of Sales and Marketing is facing and find a roadmap for solving these, allowing them to do the following: <ul><li>Recognize the different stages of taking a product to market.</li><li>Understand the financial situation of a start-up, including burn rate.</li><li>Prioritize the areas of action as part of finding product–market fit.</li><li>Develop an action plan for the case protagonist on the way forward.</li></ul>