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Optimal Strategix Group, Inc. has been selected by the European Pharmaceutical Marketing Research Association (EphMRA)

Optimal Strategix Group, Inc. has been selected by the European Pharmaceutical Marketing Research Association (EphMRA) to present a paper entitled “Bringing Innovation to Market by Understanding Customer Needs” at their annual conference in Berlin, June 22-24, 2010.

This paper shows the challenges faced and solutions used to develop an effective launch strategy for a medical device that falls outside the traditional treatment paradigm. The paper demonstrates the application of an advanced research methodology and unique approach for understanding preferences and unmet needs of the different stakeholders in the value chain. An integrated perspective of patient, physician and payers enabled the team to provide concrete, actionable recommendations for positioning, pricing, communications, customer targeting and product support plans.

The paper will be presented by Jordan Bayless, Vice President, Optimal Strategix Group, and Willy Hoos, Director of Product Development and Commercialization, Phillips Respironics.