Introduction to Marketing Strategy
A Strategic Introduction to the Importance of Marketing Strategy
We start our journey in marketing strategy by presenting the story of Sedasys, a revolutionary medical device developed by Johnson & Johnson. Sedasys is a computerized sedation and anesthesia system which observers believed would revolutionize operating room procedures by automating the anesthesia procedure during routine colonoscopies. This would eliminate the need for the presence of an anesthesiologist during some operating procedures. Having obtained FDA approval, Sedasys was promoted as a device which would generate savings to hospitals, patients, and insurers by replacing anesthesiologists in the operating room.
The device’s mission did ...
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