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Shedding Light on Your Shadow Customers


Ashlea Mittelstaedt (Vice President, Marketing, Autonomic Technologies)

Location: 210B

Date: Tuesday, February 6

Time: 4:00pm - 4:45pm

Pass Type: Conference (Paid) - Get your pass now!

Conference Track: MD&M: Product Development Best Practices

Vault Recording: TBD

Have you ever developed a new product only to find that the user was not the true decision maker? Widespread adoption in the tangled healthcare system needs strong support from direct and indirect customer groups—many of which can linger in the shadows during the crucial early stages of product development. In this session, we will explore what kinds of groups can influence the adoption process and how our design choices can change which influencers ultimately effect adoption.

Topics covered include:
  • How indirect healthcare customers influence adoption
  • Which customer groups come into play based on your product development choices
  • Case study learnings where shadow customers determined launch success