Groundhog Day: Planning for the Demise of Clinical Sales

Posted by Dan Frey on September 29, 2016


Tobi Laczkowski co-wrote this post with Dan Frey.

In the movie Groundhog Day, Bill Murray has to repeat the same day over and over again until he finally gets things right. For veterans of the medical device industry, this may feel familiar. Every so often, a breakthrough category emerges—such as pacemakers, drug-eluting stents, diabetes pumps—which has a unique ability to transform treatment behaviors for the better. But physicians need help in understanding when and how to use the product before mass adoption can occur.


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