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Aside from being a research analysis tool that provides appropriate data for the marketing campaign, it is also a crucial stage to create the exact health services or products that will surely sell in the market. Would you want to mass-produce a certain type of medicine for a disease that only 2% of people suffer? It would make sense if your company will develop medicines that could cure the diseases which are rampant in society at the time being. It is the ultimate tool to measure what particular products and services are most profitable in the market.