A Medtech Exec, Pharma Exec and Venture Capitalist Walk Onto a Stage and Talk Digital Health

Posted by Pete Masloski on January 10, 2019

Vijesh Unnikrishnan co-wrote this article with Pete Masloski

It’s not often that you get medtech, pharma and venture capital executives to sit on the same panel and participate with enthusiasm and excitement—unless the topic is digital health, where the cross-pollination of ideas and solutions across industry players is becoming more of a norm than an exception. At ZS’s recent Digital and Connected Health Summit, we were fortunate to host a panel of experts who engaged us in a lively discussion: Andy Atwell, executive director of new business development at Omron; Pankaj Dubey, senior director, U.S. commercial, at Abbvie; Divya Varshney, digital health lead at Baxter; and Megan Zweig, director of research at Rock Health. The panelists shared their excitement and optimism, and some examples of how they see life sciences


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Musings on Medtech, Digital Health and Patient Centricity From My Friend Mark

Posted by Pete Masloski on May 31, 2018

Let’s face it: Medtech has been very successful over the years by taking care of physician customers and all but ignoring the consumer (aka the patient). Physicians have historically been the primary driver of the product decision, so who could have blamed them? As a former vice president of marketing for a large medtech company once told me: “We don’t want to alienate our surgeons by doing all of this patient marketing. For complex, life-and-death medical decisions, the physician is the expert and the patients follow their lead. Marketing to patients just frustrates our surgeons because they have to re-educate their patients who develop misperceptions.”


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It's Time for Medtech to Turn Digital

Posted by Pete Masloski on May 10, 2018

The digital health industry has had its share of hype over the years. Remember when fitness trackers were the next greatest thing, and billions of dollars were flooding through venture capitalists into new digital health startups that were going to make us all eat better and exercise more? Well, we know how that turned out: Fitbit recently announced its seventh consecutive quarter of year-over-year revenue declines as well as several new partnerships designed to bake their wearables into more comprehensive health management programs. It turns out that it takes a lot more than a clever device to change behavior. 


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Why Medtech Companies Should Implement Regionalized Sales Models

Posted by Pete Masloski on March 1, 2017

This post originally appeared on Mass Device's Medical Design & Outsourcing site. 

In today’s dynamic healthcare environment, IDN consolidation and centralized medical device purchasing are creating significant pricing pressure on the medical device industry. In fact, on average, prices for costly medical devices have been declining recently, according to the Emergency Care Research Institute. Medtech business leaders, therefore, have to work to find ways to evolve and grow earnings in this highly competitive and challenging environment.


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Navigating the Dotted Line: How to Make Complex Sales Team Structures Work

Posted by Pete Masloski on January 18, 2017


The traditional field selling role has evolved from what once was a group of autonomous individual contribu­tors to teams working in a coordinated fashion with a variety of stakeholders. For example, there now are more key account managers calling on IDNs, and also more specialized support roles such as reimbursement special­ists, clinical specialists, telesales and medical science liaisons. Obviously, this evolution comes with growing pains, but those pains can be allevi­ated with the right team structure and the appropriate operating capability.


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