Monday, July 8, 1996
Coming to market second isn't necessarily bad. Being first can mean
breaking new ground, educating physicians, patients and payers about a new treatment or
diagnostic modality, with all the attendant costs and ramp-up time.
In cases where the first products are perceived as having drawbacks,
reaction to the second product can go one of two ways. It can be seen as an improvement
over the first generation, welcomed by users who liked the concept of the originals and
are eager to adopt an improved version. Or, users may be so turned off by the first
generation, convinced by experience that the upside isn't worth the downside, that they
tar the new model with the same brush without even trying it.