The landscape of potential customers for biomedical products can be complicated, with patients, providers and payers assigning different values to new technologies. Companies must navigate this landscape to find the individuals who will actually make the decision to purchase their products. In this webinar, entrepreneur and educator Rana Gupta will talk about how customers can not only help biomedical innovators to define the value proposition for their products, but can also guide and fund their product development work.

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