Dr. John Epley, a pioneer in “canalith repositioning,” developed a cutting-edge Nystagmus-Based Repositioning (NBR) device for the treatment of benign paroxysmal positional vertigo (BPPV), which has been much anticipated by the medical industry. This high technology device will revolutionize the treatment of patients diagnosed with vertigo by offering a more effective and efficient option. In this marketing plan, we have created a model for this unique device that addresses the needs of medical professionals, administrators, insurance companies, and patients. On the basis of literature research, surveys, and interviews, we present a framework that identifies the market segments and important factors that determine the compelling reasons that affect the purchase decision for the NBR device. As a result of our exhaustive research, we have proposed in the marketing plan how we will achieve our ultimate goal of successfully marketing the NBR device. Three aspects differentiate the NBR from competitors: price, size, and technology. Our price is 80% lower than its predecessor, Epley Omniax; its footprint is an examination table compared to a 10-ft by 10-ft footprint for its predecessor; and the technology allows for the treatment to be performed more effectively while being recorded. These reasons are what will draw patients, practitioners, hospital/clinic administrators, and insurance providers to the NBR device as a treatment option for vertigo.
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Kumar, Arvind; Mishra, Ashish; Black, Fannie; Thompson, Justin; Rampalli, Phaneendra; and Ngarmnil, Thanaporn, "Nystagmus-Based Repositioning Device Marketing Plan" (2013). Engineering and Technology Management Student Projects. 466.