Freelance MD, a community of physicians that gives you more control of your career, income, and lifestyle. Join us. It's free, which is a terrific price. Grab Some Free Deals
Search Freelance MD

Freelance MD RSS    Freelance MD Twitter     Freelance MD Facebook       Freelance MD Group on LinkedIn      Email

Sponsors

2nd MD Special Offer

ExpedMed CME

Medvoy Society of Physician Entrepreneurs

20 Newest Comments
Newest Nonclinical Physician Jobs
Thoughtstream
This area does not yet contain any content.
Navigation
« Biopharma Commercialization: From Discovery To Delivery | Main | What Can Mobile Health Learn From Mobile Commerce? »
Wednesday
Dec152010

Why You Like Your Idea Is Not Why Customers Like Your Idea

You love the product features. Customers buy it for the benefits.

Doctors, scientists and engineers are generally in love with their solutions. They keep adding features upon features, one cool thing after another. Consider the household TV clicker. Do we really need all those buttons? After all,, most people had no idea how to program a VCR. I suspect the same holds true for TIVO and the rest.

Your goal as an inventor is not to provide features, but rather solve the customer's problem by providing them with a product or service that solves their problem i.e benefits.

Features are different than benefits. As we mentioned in our book, The Medical Practice's Ultimate Feasibilty and Pre-planning Guide https://www.mgma.com/store/productdetails.aspx?id=39093 ,

features are characteristics that physically describe your product or service and how it works. Benefits are what the feature means to the customer and describe how your product or service helps customers solve their problem.

A new surgical tool made of stainless steel that weighs 3 oz and is 5 inches long doesn't trip my trigger.

A new surgical tool that is easier to use, make surgical exposure better and reduces blood loss makes mine flow.

If you are developing a new idea, try this exercise. Divide a piece of paper into three columns. In the first column, list the features of your product or service. In the next column, list a potential benefit to the customer associated with each feature. Finally, for extra credit, write down how each benefit differs from competing products.

Features are cool. Features that don't add benefits are costs.

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
All HTML will be escaped. Hyperlinks will be created for URLs automatically.

Join Freelance MD

captcha
Freelance MD is an active community of doctors.

All rights reserved.

LEGAL NOTICE & TERMS OF SERVICE