How can Marketing be used to improve the speed of adaption for a surgery procedure

Instructions for both questions:
Imagine having a surgery with no knives involved. At TEDMED, Yoav Medan shares a technique that uses MRI to find trouble spots and focused ultrasound to treat such issues as brain lesions, uterine fibroids and several kinds of cancerous growths.

Question 1:
How can Marketing be used to improve the speed of adaption for this surgery procedure?

Instructions for question 1:
You are free to use any of the marketing concepts that we discussed during the course that you think could be utilized by marketing consultants who would be charged with increasing the market adoption/use of this procedure.
You are asked to provide three marketing concepts that would explain development of demand, existence of market segments that could be targeted, customer/patient attitudes and needs, adoption of innovation issues, service characteristics that help/inhibit adoption, use of the procedure on certain market segments, pricing, distribution and communication decisions to help penetrating the market.
For each of the marketing concepts that you apply to the video case, you need to
(1) define the marketing concept
(2) describe its possible application to the case
(3) how it would explain/improve acceptance of the procedure
Text should not exceed 1,000 words. Text should be corrected for spelling and grammatical errors.

This question will be evaluated with the following rubric:
1 point for each marketing concept described to be used [up to 3 points max]
1 point for each correct marketing concept definition [up to 3 points max]
1-3 points for your expertise level of appropriately using each marketing concept in this case [up to 9 points max]. Per concept you describe you can earn up to 3 points.
1 point for the marketing concept being appropriate for usage in this case
1 point for identifying pros and cons in using the marketing concept
1 point for expected results by using the concept in this case.

Question 2:

How would you estimate the market potential for this procedure and what market potential would you estimate [in number of procedures per year in the US]?
Instructions for question

Please describe the process that you would use to develop an estimate of the market potential. In a paragraph describe your approach, which databases you are looking at and why, as well as what specific information you use to estimate the market potential.

Then prepare a table that will present the market potential in number of procedures for 2015 and 2020 based on past years that you were able to locate.

This question will be evaluated with the following rubric:

1-5 points for the process of developing the information

1 point for identifying a database that can be used

1 point for defining the information that you are looking for and the reason you chose the particular information

3 points for locating the information in that database for 3 years in the past (1 point for each year).

1-5 points for creating the market potential forecast:
2 points for the forecast number (1 point for each year 2015 and 2020)

2 points for describing the process by which you arrived at the forecasted number
1 point for creating a powerful and clean graph (graph title, legend, numbers shown and conclusion).

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