This post was originally published on the Medtech Conference (AdvaMed) blog.
By now it’s hard to find a medtech company that doesn’t have a commercial strategy in the U.S. to improve its contracting and sales performance with integrated delivery networks (IDNs).
With growth rates slowing for U.S. medical device sales, many American companies are exploring investment opportunities outside the country. Abroad, we find approximately 95% of the world’s population, 75% of the GDP, 65% of medtech spend, and 60% of healthcare spend. So with numerous U.S.-based medtech firms achieving more than half their sales domestically, it’s easy to understand why many are exploring and investing in global opportunities. However, their non-U.S. sales performance hasn’t always met expectations. Many find that products don’t perform as well as planned, penetration takes much longer than expected and commercial productivity is underwhelming.