SM2 Strategic

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Shareef's blog

Creating New Demand for Elective Medicine

Successfully commercializing a new medical device requires the blending of two critical components: 1: attracting physicians to the technology; 2: staging the experience for the patient. SM2 Strategic helps clients create demand for medical technology, focusing on the rapidly growing category of elective "self pay" medicine. SM2 Strategic brings a dual expertise in helping manufacturers more effectively launch new procedures and in helping physicians more effectively reach their target patient audience, aka "customers".

FOR MANUFACTURERS AND START-UPS

FOR PHYSICIANS AND PRACTICES

Attracting Physicians to the Technology

SM2 Strategic has been working with leading device manufacturers for over 20 years. Shareef Mahdavi was responsible for the launch of the laser technology used in LASIK, now the most widely performed elective surgery procedure in the US and worldwide. Shareef has worked with with dozens of companies, ranging from early-stage “projects” all the way to well-established market leaders. Working closely with senior management and the marketing/sales teams, SM2 brings a unique outside perspective to solving the issues leading up to product launch (and in some cases re-launch). As summarized in the model below, SM2’s experience across medical specialties allows for unique insight to help companies better understand their customer’s requirements (the provider) as well as those of the end-user customer (the patient). Taking into account these dual-level requirements is key to success in today’s world of ever-informed doctors and consumers.