Category: Upstream marketing

This final article in the innovation and adoption series explores a real-world example of a device struggling with market acceptance. Smart inhalers fall into two categories: clip-on devices that attach to a primary inhaler, and integrated models where the sensors are built into the inhaler itself. Smart inhalers are often presented as a breakthrough in managing chronic respiratory conditions such as asthma and COPD. These devices promise to improve medication adherence, reduce hospitalizations, and empower patients and healthcare professionals with real-time insights. However, despite growing clinical evidence and enthusiastic media coverage, smart inhalers have not achieved widespread adoption and remain a niche technology. Let’s explore why—through the lens of Everett Rogers’ five key factors for innovation diffusion. Relative Advantage While effective inhaler medications are available, nearly half of all asthma…

If you follow this blog, you already know that I consider it fundamental to learn from errors—especially from others’ mistakes or unsuccessful experiments.   Today, I’d like to explore why a medical innovation, even if effective and potentially lifesaving, might not succeed. I’ll discuss the factors that underpin the success of innovation.   Let’s begin with one example of medical innovation that failed to gain traction.   A Very Old Example   In the past, scurvy was a deadly disease, especially among sailors. In fact, in 1497, the crew of Vasco da Gama—the first to sail around the Cape of Good Hope—was decimated. At the time, scurvy killed more sailors than any other cause.   In 1601, English captain James Lancaster conducted an experiment to test the hypothesis that lemon juice could prevent scurvy.   He…