Cross That Bridge Juggling growth and financial risk is one balancing act you can't afford not to master.
Opinions expressed by Entrepreneur contributors are their own.
When Regenesis Biomedical Inc., kicked off an aggressive sales campaign to cultivate a new customer segment, it marked a major-and risky-shift in the equipment company's longtime marketing strategy.
In 2001, Regenesis launched and started promoting its Provant Wound Closure System, which stimulates cells to replicate and express genes faster, to the home-care industry. But strict Medicare and Medicaid reimbursement rules severely limited its marketing base to certain private insurance clients.
Continue reading this article — and all of our other premium content with Entrepreneur+
Join the internet’s leading entrepreneur community! With your subscription you’ll get:
- Access to all of our premium content and an ad-free experience
- A complimentary subscription to Entrepreneur Magazine
- Four free e-books a year and 20% off everything from our bookstore
- Exclusive events with business celebrities and successful entrepreneurs