The marketing team typically identifies the need based on market evaluation for a new product to be developed and often provides design inputs mostly from VOC (voice of customer). However from my experience if the project depends solely on marketing team’s design inputs, there is likely chance the project will be unsuccessful. Other sources must be assessed for design inputs and taken into consideration. For example, sometimes the patient is not the person actually using the medical device, it could be a nurse, doctor, etc. and their input is extremely important for DID and often not captured in the VOC from marketing. Pharmacists sometimes prepares the product for nurse/ doctor and can also provide input for packaging/ instructions for use design. Other groups I would include are the engineering team that has experience with similar medical devices can provide invaluable feedback and product complaint group that can provide evaluation of issues with similar products which can be mitigated in the new design.