APPLIED MARKETING SCIENCE (781) 250.6300 | inquiry@ams-inc.com www.ams-insights.com THE CHALLENGE Our client, a major manufacturer of various simulators, hypothesized they had an opportunity innovate on how doctors trained for a particular set of invasive medical procedures. For decades, training for these types of procedures was carried out using plastic models or pig cadavers, but neither captured the look and feel of the human body, an

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