Hi Dr Choudhari.
I am a business development consultant and one of my clients is an advanced wound care distributor. The technology was licensed from overseas (lesser known country) and the product range was comprehensive with high degree of efficacy.
The distributor knows very well they are up against the well established big boys. Yet, brisk sales keep coming in every month and now my client is considering a full transfer of technology. Here the market is not very receptive towards advanced wound care as it is perceived expensive. So what gives?
It is all up to you approaching the market differently - the way the big boys cannot do or do it less effective. My client had a small hands-on sales team that does personal approach in selling - each doctor/patient was given to try the product and see if there is any improvement. They relied 50% on printed marketing and 50% on word of mouth. I should mention here as well that the distributor had also a significant price advantage. Patients want their problems solved quickly and cheaply.