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?
As Durable Medical Equipment (DME), the Otolith Labs device needs to decide on a strategy for reimbursement. Currently, the company would have an established reimbursement path, but it can be difficult and slow to get reimbursement through DME rental centers. Another option is to take an approach based on the pharmaceutical sample model, using RFID (radio-frequency identification) cards to connect the device to the internet so it can be programmed to “refill” with a monthly subscription. This approach would allow the company to sell the prescription RFID cards, making procurement easier. However, currently, the pharmaceutical reimbursement model is not covered under Medicare/Medicaid for DME.
Which reimbursement model is best for Otolith: the standard DME model or the newer pharmaceutical model, or can both be done simultaneously as different offerings?