Who’s Running Your Launch Strategy Anyway? Avoiding Mediocre Results From Poor Targeting Execution

Posted by Brian Chapman on July 14, 2015

The new thing is coming. Finally, a product we can sell. This thing really changes the game. Everyone wants it. The plans are written, training is locked, messages are pure brilliance. As soon as we get CE and FDA, as fast as the factory can make it, we will sell it. The national sales meeting is coming, we are all going to hit the road and sell! Sell! Sell!


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Finding Hidden Value in Your Portfolio—Selling Solutions Not Products

Posted by Matt Scheitlin on June 30, 2015

Medtech has always been known as an innovative industry. Most organizations are primarily focused on the next growth-driving product launch, whether it is an entirely new product category or a simple line extension. While this approach has been immensely successful in the past, many organizations are being forced to rethink their product strategy as the medtech environment changes.


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Break the Mold! Why Should I Follow Standard Consumer Marketing Practices?!?

Posted by Andy Kach on June 22, 2015

I opened my daily Groupon email the other week and was surprised to see a prescription medical device, contact lenses, being promoted as one of the daily deals. I thought to myself, Now that is clever! Even if not a single person purchased (although as of publication time, this offer has closed with more than 1,000 purchases), it is a clever way to market a medical device to consumers or patients. That got me thinking and talking to my colleagues about how medical device and diagnostic companies (or really any company!) can and should consider alternative means of promotion and pricing when trying to attract patients.


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Benchmarks Can Be Dangerous!

Posted by Marshall Solem on June 16, 2015

In conversations with clients, I receive frequent requests for benchmarks on various aspects of running a commercial organization. Examples include:


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A Sales Force Is Not the Only Answer

Posted by Roz Lawson on June 2, 2015

As we come into business planning season for many companies, I’ve had a few conversations recently about building up direct sales forces. If you want to grow your sales, you need more “feet on the street,” yes? And the best way to ensure success is to make them your own employees, right? Not always.


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