Hospital As Factory: How Medtech Can Create Value Along the Supply Chain

Posted by Brian Chapman on September 22, 2015

Though deep in the medtech world for long time, I can still remember the impressions I had when I first entered 12 years ago after a nearly a decade in specialty chemicals. I vividly recall in 2004 chasing after a sales rep with whom I was riding as we tried to track down some rental assets lost in the bowels of the hospital. I remember taking little stickers from the box of a pacemaker and pressing them into a logbook while the physician dictated notes into a tape recorder at the end of a case. The rep explained that he needed the stickers for his company to issue an invoice. And I remember climbing out of a massive SUV while the spine rep with whom I was riding explained the concept of “trunk stock.” Feeling a bit bewildered by this new world, and yearning a bit for my old specialty chemicals domain, where suppliers differentiated themselves by making transactions and supply chain simple for their customers, I asked myself:


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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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Spurring Growth Through Incentives

Posted by Tobi Laczkowski on August 27, 2015

Historically, the medtech world has been dominated by those who advance the science and technology embedded in the therapies. But there is another important differentiator: the strength of the sales force. Successful companies have discovered that the sales force can be as much or more of a factor in the success of a product than the product itself. Furthermore, the structure of the incentives provided to the sales force can be an important component of attracting, motivating and retaining the right talent.


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Three Ways Orchestration Can Help Med Device Sales and Marketing Coordinate

Posted by Carlos Garmendia on August 20, 2015

Customer behavior has changed permanently, and medical device sales organizations must change to keep up. With restrictions on physician access, increased use of digital technology and customers spending more time on-line using these channels to learn about products, the sales force’s role as the sole dominant channel in med devices is being challenged. While the sales force remains the most effective channel, what companies need is a way to maximize the impact of all channels.


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