The Most Under-Asked Question in Customer Research: Why?

Posted by Roz Lawson on September 15, 2015

I was looking through some customer research reports yesterday. I remember lots of graphs, with tables underneath with small numbers showing significance values. I think it was about product messages … but man, it was dull!


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When the Elephant Eats You

Posted by Matt Scheitlin on September 9, 2015

Organizations face many challenges when trying to capitalize on commercial synergies during an acquisition, as my colleague Brian Chapman discussed in a recent blog post.


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Four Strategies for Medtech Firms Coping With Regional Healthcare Differences

Posted by Pete Masloski on August 11, 2015

A group of sales managers who work for a cardiovascular device company and I were recently talking about something they care deeply about: their sales territories. One of the managers asked, “How should we be factoring in things like Maryland’s Total Patient Revenue system (a capitated payment model for Maryland community hospitals) into our strategies and growth expectations?”

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Eating the Elephant of Commercial Integration

Posted by Brian Chapman on August 3, 2015

From the moment an integration is announced to approximately a year after Day One when a new status quo is finally settling in, an enormous amount of work needs to get done. Marketing plans, processes, organizational and reporting lines, sales structures, territories, compensation and quotas, branding, international and country reporting, tender and contracting, revenue reporting, rebating and GPO fees, value propositions, metrics, measures and messages … the list is endless. An acquisition made to get a product or intellectual assets is simpler than a full-fledged integration of equals but the to-do list is staggering either way. Like any task that is broad and complex, the approach is always the same—the only way to eat an elephant is one bite at a time. But where to start?


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Sexy Medical Devices and Consumer Messaging: Can the Industry Reinvent Itself?

Posted by Tobi Laczkowski on July 28, 2015

Let’s face it: Most medical products are not exactly known for their sex appeal. Let’s set the bar even lower: Most medical products are not known for their consumer appeal at all. Next time you’re in the doctor’s office or visiting a medical product manufacturer’s website, you’ll see what I mean. The historical customer for these companies has largely been the physician, and the focus has consistently been function over form. Bland colors, minimal branding and function-over aesthetics design practices are hallmarks of this industry.


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