Our client, a major manufacturer of various simulators, hypothesized they had an opportunity innovate on how doctors trained for a particular set of invasive medical procedures. For decades, training for these types of procedures was carried out using plastic models or pig cadavers, but neither captured the look and feel of the human body, and both involved considerable expense. In some countries, students trained on actual patients, which had its dangers. Was there a better way? The innovation team at this leading simulator manufacturer had built a prototype that used a dramatically different technology – 3D virtual reality simulation – but needed to test its appeal with end users and purchase decision makers.
https://ams-insights.com/success-stories/simulator-manufacturer-revolutionized-medical-training/
The mindsets of chief marketing officers have evolved from a product-centric mindset to a more customer-centric one, as it is no longer just about developing eye-catching campaigns. They also serve as both the representative of the brand and the voice of the customer.
http://www.thedrum.com/news/2017/11/20/sap-cmo-alicia-tillman-marketers-evolving-role-brand-safety-and-implementing/
