Sales vs. Marketing: Relieving the Tension to Create a Successful Product Launch

Posted by Andy Kach on August 18, 2015

At most companies, natural tension exists between sales and marketing. That can be a positive as it drives additional value and critical thinking, but the two groups still have to work very collaboratively in general—and particularly to execute a successful product launch. One of the biggest challenges I have seen in launching a med device product (as referenced in my colleague Brian's last post) is when these two groups work in silos or different directions prior to a product launch. The expectation always exists that the two groups will come together to put out the right messages and promotions to the intended audience, but when little collaboration exists, it can lead to poor results and ultimately to counterproductive finger pointing when things don’t go to plan


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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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Don’t Hang Up! Inside Sales Works

Posted by Roz Lawson on July 21, 2015

Inside sales, or telesales, often get a bad name. No one likes to be cold-called: Most of us put the phone down as soon as we realise it’s a sales call.


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