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.
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.