Using Indiegogo to take consumers pulse

Blip Worlds 1st Wi-Fi Blood Pressure MonitorBlipCare, a Chicago-based maker of health care products, is shifting its focus from hospitals to consumers and using crowdfunding site Indiegogo to help. It’s not that BlipCare is depending on donations to determine whether to build its new Wi-Fi-enabled blood-pressure monitor and scale. Instead, the company is using Indiegogo campaigns to test the market and learn more about its prospective customers.

CEO Sukhwant Khanuja tells Crain’s contributor Steve Hendershot about that strategy, and more about the company’s new consumer products — the scale and blood-pressure monitor together cost about $250, compared with $1,500 for BlipCare’s clinical offerings.

The consumer market is something we don’t know much about. We haven’t done consumer marketing, so we knew we needed to understand what that customer would really want. That was one reason why we went to the crowdfunding approach— because crowd funding lets you test response before you go and build 50,000 units.

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