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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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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