Times Are Changing: Making Way for Marketing

Posted by Matt Singer on October 4, 2019

I had the pleasure of facilitating a panel this week at The Medtech Conference, put on by Advamed. We discussed how more empowered marketing teams can drive success for medtech companies. Many thanks to our esteemed medtech marketing panelists: George Parr (CMO of Becton Dickinson), Rob Clark (chief communications officer of Medtronic), Randy Pritchard (senior vice president of marketing at Roche Diagnostics) and Rajit Kamal (vice president, global franchise leader of knees at Johnson & Johnson Medical Devices).


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Streamlining Your Portfolio Can Actually Improve Profitability. Here’s How.

Posted by Matt Singer on September 23, 2019

Many medtech companies pride themselves on their broad product portfolio and ability to address a variety of customer needs. However, if a portfolio becomes too bloated, they can incur huge costs to “keep the lights on,” create complexity for customers and sales reps, distract resources from innovation, and create potential external risk for the company and its executives.


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New Product Launches: Some Matter More Than Others

Posted by Matt Singer on September 18, 2019

Medtech companies are often eager to tell investors how many new products they launch per year. Some companies boast of numbers in the dozens or even hundreds—and some companies believe the high volume is evidence of innovation. However, most new product launches fail to deliver on expectations. This problem made me think: Are all product launches equal, or are some more important than others? And if they’re not equal, why do we treat them as if they are?


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Clicking ‘Maybe’ for Digital Health

Posted by Brian Chapman on September 12, 2019

This post was originally published on The Medtech Conference blog.

“Do you want to share pulse information from your Garmin watch with Apple Health?” 

I don’t know… Maybe?


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A Modern Approach to Portfolio Strategy: From Feature Innovation to Value Innovation

Posted by Matt Singer on June 21, 2019

Originally published on AdvaMed’s Medtech Conference blog.

In a recent ZS survey with hospital executives in the U.S. and Europe, we found that 90% of respondents think that medtech manufacturers can’t succeed with product innovation alone. Moreover, that same number of respondents said that they didn’t believe that medtech companies understand the trends shaping the healthcare landscape and how those trends affect providers—and, therefore, what medtech customers need and value.


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