Expert Insights: What It Takes to Transform Marketing in Medtech

Posted by ZS Editors on January 29, 2020

This is the second post in a two-part series on insights from ZS’s panel discussion at AdvaMed.

As marketing starts to take center stage in medtech, companies need more than just a change in mindset. To build an empowered marketing team—one that helps increase customer relevance and drive competitive differentiation—companies need to make the right shifts in process and structure to support it.


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Expert Insights: Why Top Medtech Companies Are Putting Marketing Front and Center

Posted by ZS Editors on January 22, 2020

This is the first post in a two-part series on insights from ZS’s panel discussion at AdvaMed.

Amid an increasingly complex healthcare landscape and savvier, more budget-conscious consumers, medtech companies need marketing now more than ever. A strong marketing function can help companies not only demonstrate value but also drive R&D and product development, sharing customer and marketplace insights to help their firms develop products that truly meet customer needs.


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Expert Insights: The Data Evolution

Posted by ZS Editors on April 25, 2019

This post is the second in a two-part series on vertical integration and data management in medtech.

Many medtech companies are taking the opportunity to build data collection and analytics into their devices, with the goal of leveraging insights to help grow their businesses and improve the overall standard of care. During the second part of a panel discussion at the recent AdvaMed conference, ZS Principal Brian Chapman discusses data acquisition in medtech with four industry leaders: David Harding, senior vice president of business development at Exact Sciences; Anthony Spero, chief operating officer at Partners Pharmacy and president of Ascend Health; Ivan Tornos, former worldwide president of urology and critical care at Becton Dickinson; and Ted Langan, senior vice president of sales at Briova. Here’s what they had to say:


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Expert Insights: Medtech Leaders Discuss Vertical Integration and Hospital Centricity

Posted by ZS Editors on April 23, 2019

This post is the first in a two-part series on vertical integration and data management in medtech.

The American healthcare paradigm is currently in a state of flux, driven by social, political and economic factors that require every participant in the system to reconsider their place in the value chain. Fortunately, the possibilities of strategic vertical integration offer new opportunities for many organizations. For example, many hospitals are building out secondary structures by acquiring nursing homes, assisted living facilities, and home care or hospice centers to manage patient populations within their own system. By crafting a more comprehensive healthcare journey, these hospitals stand to benefit from greater operational efficiency while delivering a higher standard of patient care and experience.


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What It Takes for Multinational Medtech Companies to Succeed in China

Posted by ZS Editors on April 9, 2019

With a population of 1.4 billion, China is a market that most medtech companies can’t afford to ignore. However, differences in population types (urban versus rural), the government’s role in healthcare expansion and a multi-tiered distribution system that is undergoing reform make navigating the Chinese market a challenge.


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