My take;All business is about assumptions. It often happens that...

My take;

All business is about assumptions. It often happens that assumptions can be very wrong.
Question (and further assumption if you like); Do we have a failure in only one market channel or is there a systemic failure of the product accross all market channels eg health fund reimbursement, pharmacies etc.

My take (and assumption if you like) is that all channels will be successful but mgmt chose the wrong one for market entry.
All business is small little experiments. To be fair to mgmt the internet sales was a first experiment to check out response.
Another little (successfull) experiment was one that a few directors stumbled upon in the GP conference in Darwin. From the accounts that I hear, from about 300 medicos who visited stand and spend a bit of time one to one at least half of them were very positive with about 3 dozen of them pulling out their credit cad to buy one. Real good experiment real good success. Too bad directors were not ready with product at hand.
My take on things is that the internet will be a major channel together with other facets of marketing going well.
I can imagine parents of asthmatic children discussing in the social media issues relating to reimbursements by health funds etc.

It only needs one health fund to get in early and the picture will be very changed. The market will project sales forward.

My take is that these channels, one by one, will start to crack. The new sales guy is an expert at this.
It sems to me that the general assumption was that they could crack the sales via the internet without fet on the ground and largerly bypassing the medical community. To be fair to previous managent this was a plausible assumption at the time and if you like not a very costly one.

One older definition of the exitence of a market ran like this.
A market is people or organisations with;
a) a need,
b) Money to buy,
c) willingness to buy.

In terms of a) and c)
which are linked, Do we need to monitor wheeze? It is not an explicit need but the company if confident of there being value in monitoring wheeze. Lets face it the doctor listens to wheeze. Why would the doctor not listen to recorded wheeze, or the patient and family learn to interpret wheeze as part of an overall astma mgmt program? I believe that there is real value in monitoring wheeze just as there is real value in monitoring blood pressure for stroke and heart risk. hence I believe that c) a willingness to buy is just around the corner with appropriate marketing to all channels.

I cannot imagine a parent of an asthmatic child not buying this.
It is now time for execution of traditional marketing, one on one, in all channels, and internet sales will follow in an accelerated way.

I think that those traders/ investors, who buy low and sell high, will be the beneficiaries from here and on.