Something To Chew On A major international food brand with a robust line of medical nutrition products was contemplating the introduction of a new product. This product was conceived for patients with a particular set of chronic conditions that jeopardized their ability to receive adequate nourishment. If its introduction was successful, the product would create an entirely new class; it had no direct competitors. Was the company correct that there was sufficient need for this product – and what could it do to attract the attention of physicians who might recommend it? The Beta Approach Beta developed a concept test tightly focused on the needs – and frustrations – of target patients and their doctors. We recruited a paid sample of physicians based on their known medical specialties and hi

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