You Say Segment, I Say Segment: Do We Mean the Same Thing?

Posted by Tobi Laczkowski on October 13, 2015

Two guys walk into a bar. They know each other. In fact, they are both leaders at a prominent medical products company headquartered nearby. Mark is a marketing VP, Sal is a sales VP. They strike up a conversation about the new product launching soon.


>
Read More

Treating Quantitative Market Research like a Fine Wine. Uncork Research’s Real Value!

Posted by Andy Kach on October 6, 2015

Many of us have sat through the meeting where findings from a recent quantitative market research study are reported. At some point, you find yourself thinking, these are great insights but what are we going to do to change?


>
Read More

Five Reasons Your Global Sales Aren’t Growing

Posted by Bret Caldwell on September 28, 2015

With growth rates slowing for U.S. medical device sales, many American companies are exploring investment opportunities outside the country. Abroad, we find approximately 95% of the world’s population, 75% of the GDP, 65% of medtech spend, and 60% of healthcare spend. So with numerous U.S.-based medtech firms achieving more than half their sales domestically, it’s easy to understand why many are exploring and investing in global opportunities. However, their non-U.S. sales performance hasn’t always met expectations. Many find that products don’t perform as well as planned, penetration takes much longer than expected and commercial productivity is underwhelming.


>
Read More

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:


>
Read More

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!


>
Read More