Learning From a Successful Ophthalmology Brand Launch
In general, the most motivating solutions exist for problems that are already known. Occasionally, a new product can serve a latent need — i.e. offering a solution to a problem that wasn’t already known, but is instantly recognizable when a solution is offered. This is what the iPod did in consumer markets.
Customers can also be educated about unknown problems. However, if these are not instantly recognizable, the company promoting the new product will need to have very deep pockets if it is to succeed in the much more difficult task of creating the new market.