Why Every Sales and Marketing Team Needs a 'Boundary Spanner'

Posted by Andris A. Zoltners, PK Sinha, and Sally E. Lorimer on December 9, 2019

Dharmendra Sahay was a co-author on this blog post. This blog was originally published on Dec. 3, 2019, on HBR.org.

Advances in data, technology and analytics continue to bring new opportunities for improving sales and marketing effectiveness. Digital capabilities have evolved from descriptive (reporting what happened), to diagnostic (understanding why), to predictive (projecting what will happen if), to prescriptive (recommending what to do). But the road to realizing value continues to be bumpy.


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Face-to-Face vs. Digital Promotion: Finding the Right Balance

Posted by Roz Lawson on November 27, 2019

Jude Konzelmann co-wrote this blog post with Roz Lawson. 

We all know that medtech and pharma customer-facing models have been evolving based on changes in the industry as well as in the broader environment. Technology allows HCPs to have easier access to medical information than ever before, but it’s an overwhelming amount of information: Medical knowledge was estimated to double every 50 years in 1950, but next year it’s projected to double in just 73 days.


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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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Medtech’s Business Problems Need Marketing Solutions

Posted by Matt Singer on June 5, 2019

Sundeep Karnik co-wrote this blog post with Matt Singer. This is an excerpt from “Medtech, Look to Marketing for the Solution.”

We don’t need to tell you that the healthcare landscape is growing more complex and competitive, and that achieving growth is becoming more challenging for medtech organizations. We don’t need to mention that bringing true innovation to market—innovation that customers will pay for—isn’t as easy as it used to be or that many new product launches fail to deliver on expectations. We’ve sat in the offices of many industry leaders and discussed these very challenges.


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Six Questions to Help Determine Your Commercial Analytics Maturity

Posted by Bhargav Mantha on November 10, 2017

Many of our medtech clients have started thinking about investing in building an analytics program to drive their business forward. Increasing provider consolidation, focus on value and outcomes, and a shift in the customer base from a clinical decision maker to an economic decision maker have forced medtech organizations to find newer ways to grow and innovate, and improved data and analytics capabilities are one avenue to sustain or rev up growth.


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