Dan Frey and Barun Maskara co-wrote this blog post with Kate Templeton.
Five to 10 years ago, many medium- and high-risk medical devices were expected to be commercialized first in Europe, with U.S. approvals lagging years behind. Industry leaders often criticized the FDA for inconsistently enforcing sometimes unclear regulations, and lamented that the lengthy and unpredictable U.S. approval timelines were driving innovation overseas.
This is the second post in a two-part series on marketing excellence in the medtech industry.
In my last post, I described an all-too-common scenario for many medtech companies: A lack of the marketing excellence needed to leverage the market, competitor and customer insights that drive business decisions. In this installment, I’ll describe how establishing a holistic and structured marketing approach helped one company on its journey toward global marketing excellence.