Marketing Excellence: An Overlooked Key to Launch Success

This is the second post in a two-part series on marketing excellence in the medtech industry. 

In my last post, I described an all-too-common scenario for many medtech companies: A lack of the marketing excellence needed to leverage the market, competitor and customer insights that drive business decisions. In this installment, I’ll describe how establishing a holistic and structured marketing approach helped one company on its journey toward global marketing excellence.


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The Shift From Sales Excellence to Marketing Excellence

Ten years ago, having a sales force effectiveness center of excellence was unique in the medtech industry but is now a cornerstone of every high-performing organization. Now, marketing excellence is the next great differentiator for medtech commercial operations.


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M&A in Medtech: How to Ensure That Scale Becomes a Competitive Advantage

Sudhanshu Bhatnagar co-wrote this blog post with Brian Chapman. It was originally published in The MedTech Strategist “Best of the Best 2016-2017 Special Edition” in September 2017.

After Michael Phelps won his 23rd Olympic gold medal in Rio de Janeiro last year, social media was rife with infographics on how his anatomy and size (height, wingspan and, falsely, even his “double” lung capacity) destined him to be a great swimmer. Yes, he’s tall, but so are his competi­tors. Such incomplete descriptions fail to mention that his skill, technique, methodical training and dedication to goals are what set him apart.


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SG&A Pressure: The Impact on Sales Compensation

In the first post in this series, we looked at how the creation of integrated delivery networks is guiding medtech companies to restructure their sales compensation plans. ZS’s annual medtech survey, released Sept. 1, revealed the impact of another upstream change to the go-to-market model: how pressure to reduce SG&A spending is beginning to affect medtech companies’ sales compensation plans.


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Are Internal Challenges Preventing Your Organization From Demonstrating Value?

Large-scale mergers and acquisitions continue to be a trend shaping the medtech industry. This year alone, two multi-billion dollar acquisitions (Abbott/St. Jude Medical is complete and Becton Dickinson/C.R. Bard is pending) aimed to create large medtech organizations with broad portfolios and businesses spanning many therapy areas and hospital departments. Several other billion-dollar deals have also made headlines in recent months. These combined entities should be in a strong position to articulate a portfolio value proposition that can help providers improve the quality and outcomes of patient care.


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