3 Do not forget your basic economics
This chapter focuses on the modern world and counsels that, while traditional marketing has still a part to play in CDD analysis, it may need to be supplemented by something a bit more modern. Providing quality or service that is not valued by the customer is a waste of time. The US healthcare market is the biggest in the world. Basic healthcare coverage has historically been funded by private insurers plus the two public healthcare schemes, Medicaid and Medicare. While technology makes innovation much easier, it also considerably shortens the time it takes for competitors to copy and for production to move to cheaper locations. Its importance derives not just from the fact that the long-term health of the sales line depends on it, but also because what is important in value creation should be the theme that runs through the entire organization.