Who’s Running Your Launch Strategy Anyway? Avoiding Mediocre Results From Poor Targeting Execution

Posted by Brian Chapman on July 14, 2015

The new thing is coming. Finally, a product we can sell. This thing really changes the game. Everyone wants it. The plans are written, training is locked, messages are pure brilliance. As soon as we get CE and FDA, as fast as the factory can make it, we will sell it. The national sales meeting is coming, we are all going to hit the road and sell! Sell! Sell!


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Stuck in an ’80s Selling Model

Posted by Brian Chapman on May 27, 2015

Looking back on the ’80s—leg warmers, Jazzercise, the Walkman and MTV—one can’t help feeling nostalgic, but also perhaps a little bit embarrassed. We were just getting started with personal computing and the technology revolution, so you could excuse a few of the things we did back then that now look a little silly or excessive. We didn’t know any better. It was a different time.


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Medtech Firms Must Innovate With Hospital Economics in Mind

Posted by Brian Chapman on May 21, 2015

ZS surveyed members of the Healthcare Leadership Council and presented findings at the National Dialogue for Healthcare Innovation summit in Washington, DC. My colleague Bill Coyle led the effort, which studied healthcare executives to highlight the issues facing our industry.


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The Case for Case Coverage: Old-School Waste of Resources or Irreplaceable Barrier to New Entrants?

Posted by Brian Chapman on April 20, 2015

Implantable medical device companies are fascinating and frustrating. In many cases, we see mature companies with good product margins but outsize selling costs well above 15% of sales. It is a labor-intensive endeavor to make and distribute medical devices, apparently requiring hordes of well-dressed career salespeople and fleets of company cars. This army of hardworking men and women spend their days driving, parking and dressing in green to cover surgical cases.


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