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         Extensive desk research identifies the types of individuals who are likely use a product.  Discussion with key opinion leaders and academic clinicians provide insights and feedback to inform: 
        
          - Relative importance of the 'Unique Selling Points' (USPs) of the proposed product;
 
          - Regional variations and trends in clinical practice;
 
          - Proof-of-principle research programmes;
 
          - Criteria used to make purchasing decisions;
 
          - Price sensitivity;
 
          - Marketing strategies;
 
          - Design specifications;
 
          - Reimbursement issues.
 
         
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