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Hamacher Resource Group serving as feature keynote at ECRM’s Health Care EPPS


WAUKESHA, Wis. –  Hamacher Resource Group will be the feature keynote at ECRM’s Health Care EPPS, on Sept. 11. Dave Wendland, VP strategic relations and member of the owners group at HRG, will discuss the new item launch journey through the lens of HRG’s Concept through Commercialization methodology.

“We’re excited to participate in the Health Care EPPS and talk to manufacturers and retailers about the thrilling and daunting journey of new product introductions," Wendland said. "Whichever path a brand is on — new to market, existing item looking to grow or expanding into new markets — there are critical steps along the way that can help ensure a better chance of getting on and staying on retailers’ shelves, as well as ultimately into the consumer’s market basket," he said. "As I share the high-level framework of Concept through Commercialization, attendees can compare it to their methodology and think about areas they may need to address to reach their goals.”

Because the likelihood of a successful new product launch is less than one in 10, following a well-thought-out process can improve the chances of longevity. Wendland’s presentation will review the new item launch journey, offering solutions to obstacles, steps to consider and the necessity for long-term marketing planning. The presentation offers a perspective of innovation from three unique vantage points: new to market innovator; existing product reinvention; and expanding brand into new categories or channels.

The ECRM Health Care EPPS is Sept. 11-14, in Oak Brook, Ill.

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