The Product Science Podcast The Inessa Lurye Hypothesis: Successful Product Launches Require Systematically Building and Testing Solutions to Market Opportunities
Key aspects of product development, such as recognizing a true market opportunity, structuring teams for new market pursuits, and proving ROI when launching a new product are unpacked in this episode with Inessa Lurye as Holly Hester-Reilly's guest.
Inessa Lurye, as the Senior Director of Product and head of Women's Health at Hinge Health, identified a substantial market gap and shares her journey of developing a virtual program that has now served over 30,000 women. She has held product leadership roles at venture-funded startups, government agencies, and large corporations, and holds an MBA from Harvard Business School, an MPP from the Kennedy School, and a BA from Swarthmore.
During product development, Inessa and her team focused on fostering empathy and understanding among team members through direct customer interactions. This episode emphasizes the significance of collaboration, innovation, and customer-centric approaches in product management and development. The conversation also touches on strategies for dealing with difficult stakeholders and addressing their concerns proactively.
Resource Links
Visit the Hinge Health website
Celebrate Inessa’s 2023 Product Management Leader of the Year Award
Visit the Product Science Group website
Explore Product Science Workshops and Courses
Quotes from Inessa:
"So initially we had a really focused, dedicated tiger team before any engineering was staffed... We were speaking [to] members or potential members, like really doing in-depth research to understand this space."
"We integrated the measurement of baseline data around pain and symptoms and specific patient reported outcomes... into our initial application to get a baseline and then into our app experience."
"We had our pelvic floor physical therapists and Hinge Health... a group of clinical specialists who are PTs that work with the product team to develop new products."
Lab Notes
Lab Note 602.1: Great product leaders use all of the product science principles to succeed (29:16)
Lab Note 602.2: Include a subject matter expert on your cross-functional team for a tighter feedback loop (30:50)
Lab Note 602.3: Evidence comes from customers, forums, and subject matter experts (33:11)
Lab Note 602.4: When your buyers aren’t your users, make it easy for buyers to see the outcome (34:11)
Lab Note 602.5: Simple tools can incentivize customer touchpoints for an outsized impact (36:57)
Lab Note: 602.6: Spend the most time on your biggest naysayers (39:11)
View the transcript and the full episode description on the Product Science Podcast website here.
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