Which innovative product launch strategy did DNA sequencing company Illumina use that led to their NovaSeq becoming the fastest-adopted sequencer in history?

In the competitive world of scientific products, launches are critical moments that can determine a product's success or failure. This trivia question focuses on a fascinating product launch strategy that revolutionized how scientific instruments are introduced to research communities. Understanding these marketing strategies helps product managers in the scientific sector better position their innovations and create meaningful connections with their target audience.

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They offered a trade-in program where labs could upgrade older sequencers at significantly reduced costs while providing data migration services
They launched with a subscription model rather than traditional purchasing, allowing research labs to pay per sequencing run
They partnered exclusively with top universities to develop applications before releasing to the wider market, creating academic champions
They implemented a 'try before you buy' program allowing labs to use the sequencer for 3 months before committing to purchase