||Introduction from Steve Stucky, PDMA President
|6:15 -7:00 PM
||Rocket Science: Achieving the Right Launch Trajectory, Bob Freytag & Mike McMillan
||Question and Answer
Most companies have a clearly defined new product development process.
But when it comes to product launching—not so much.
Too many companies spend a lot of time and money in development, only to rush through the launching step…and then watch their new products struggle to make it.
We’re here to help.
We’ll share best practices we’ve developed from launching hundreds of products for medical device, manufacturing and professional service companies.
Our goal: To give you an unfair advantage in the marketplace by making launching success less random.
Bob Freytag and Mike McMillan will take you through specific steps for making your next launch more successful. You’ll learn how to ask the right questions, validate assumptions, get team alignment, and engage your audiences impactfully.
Key Take Aways:
- Common reasons for launch failures
- Launches, releases, and how to tell the difference
- 6 key requirements for a launch
- What a launch process should look like
- The best time to start the launch process
- The importance of emotion in
Bob Freytag. Partner and President Introworks
Bob is a founding partner and has more than 25 years of global product launch and branding experience. Bob leads the business development and key account initiatives for the company and works to develop key strategic partnerships. Bob has worked on several product launches, branding and integrated B2B campaigns for clients including Medtronic, Cargill, Boston Scientific, and Trimble Transportation (PeopleNet).
Presenter: Mike McMillan. Partner and Chief Strategic Officer Introworks
Mike is a founding partner and has more than 25 years of experience in spearheading global branding initiatives for integrated B2B and B2C campaigns, driving results for leading technology/manufacturing, medical device and financial services clients. With unique vision and multinational experience, Mike creates key brand strategy, concepts and messaging resulting in differentiated, effective and on-target communications. Mike oversees our work for Medtronic, Evoqua, Konica Minolta, Hill Rom and Boston Scientific.
University Enterprise Lab (UEL) Building
1000 Westgate Drive
In the Ewald Conference Center (Rooms A&B)
Please use the South Entrance—there is an awning above the door.
There is a big free parking lot near South entrance.