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Two homeschooled Florida teenagers meet in a homeschool group arranged by their moms, start community college at 14 years of age and discover a shared passion for social entrepreneurship. The result of that passion was the global jewelry and...
On September 4, 2018, Nike, Inc. launched a new ad campaign featuring, Colin Kaepernick, a professional athlete with a highly polarizing image. Kaepernick, known for kneeling in protest during the national anthem at National Football League...
On August 29, 2018 Eric Bauman, Chairman of the Democratic Party of California sent out a midnight tweet exposing In-N-Out Burger’s donation of $25,000 to the Republican party and called for a nationwide boycott. How In-N-Out responds to the...
Global Genes, a patient advocacy group for the rare disease community, must plan for the launch and marketing of Rare X, a new data collection and analysis platform. This moonshot proposal is contingent upon the collaboration of various...
Chef Jose Andres has become the face of the many businesses he is involved in, leading to branding challenges.
How does the person become the brand and keep fulfilling promises?
Anne Tucker, Tasting Room Manager, discusses demographics of consumers and marketing strategies for Fabbioli Cellars.
How are we better able to incorporate new ideas without pushback?
Owner Doug Fabbioli discusses the challenges of marketing and distribution for their agriculturally based local business.
How can we build an efficient plan for our offsite presence while managing our costs?
The Otolith Labs culture is one of relaxed professionalism and mutual respect. The organization’s approach to time off, medical leave, vacations, and the like has been entirely ad hoc and informal.
As the company continues to grow, at which inflection points should greater amounts of structure be put in place?
The Otolith Labs medical device is suitable to treat conditions ranging from vertigo to motion sickness. As Chief Product Officer, Akers is focused on which conditions to target first. Should he go after the one with the largest market—motion sickness? Or should the company pursue the market with the highest pain point and highest price point, which is vertigo? And how does he best reach prospective patients when he first must build awareness among the physicians who prescribe medical devices?
What legal marketing efforts can be taken to attract these patients and inform them of Otolith Labs' technology prior to FDA clearance for their specific conditions?
Payor reimbursement is critical to the business model of a medical device company. The gold standard for reimbursement is a CPT code that assigns a fixed number of Relative Value Units (RVUs) to a device, which then must be adhered to by all payors (i.e., negotiation occurs once). An HCPCS code is much easier to get, but reimbursement must be negotiated with each insurance company individually. Ultimately, the question at hand is: what is the best path forward for Otolith Labs post-FDA approval?
“Which type of code should we lobby for, and when does the lobbying effort begin?”