Reading Seth Grodin book from 10 years ago about creating such a remarkable and memorable product or service that it would have the same effect on the customer as would seeing a purple cow.

He advocates creating "remarkable" products that are targeted and developed especially for the early adopters of niche markets who will evangelize and spread the word about this new product.  Forget the thought that a "better" product regardless of how it is communicated, will really make a difference.  He suggests that marketing must identify the "edges" and create solutions that appeals to the fringe.  And, through the viral aspect of early adopters who spread the word about this remarkable product, the product will gain mass market adoption.

According to Grodin, even 10 years ago before the advent of social media, the world and practice of marketing has changed.  Niche products for niche markets with the communication targeted to early adopters who will spread the message like a virus.  He calls these people "sneezers".

What has been your experience implementing such a strategy generally...and then in specific markets that are much more demand/need driven like healthcare?