Expert Insights: Why Top Medtech Companies Are Putting Marketing Front and Center

Posted by ZS Editors on January 22, 2020

This is the first post in a two-part series on insights from ZS’s panel discussion at AdvaMed.

Amid an increasingly complex healthcare landscape and savvier, more budget-conscious consumers, medtech companies need marketing now more than ever. A strong marketing function can help companies not only demonstrate value but also drive R&D and product development, sharing customer and marketplace insights to help their firms develop products that truly meet customer needs.


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How Better Business Development Fuels Medtech M&A

Posted by Tobi Laczkowski on December 16, 2019

As we discussed in a previous post, medtech companies are increasingly using M&A to accelerate growth, complement product portfolios and add talented personnel. In addition to the traditional role of business development as the execution arm of upstream strategy, we’ve seen some of the best business development groups take on a broader mandate, which extends their impact further upstream and coordinates more closely with traditional marketing functions. With that vision, the business development group obtains a solid grasp of market trends, unmet customer needs and emerging companies of interest. To do so, the business development group should work closely with commercial leaders to align on objectives, strategy and opportunity identification. Additionally, the group needs to coordinate with R&D leadership to align on investments and initiatives which complement potential external opportunities.


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What More M&A Means for Medtech

Posted by Tobi Laczkowski on December 11, 2019

Mergers and acquisitions (M&A) is a hot topic in the medtech industry. Stryker recently announced a planned acquisition of Wright Medical for approximately $5 billion, which will bolster its orthopedic portfolio and transform it into the upper echelon of leadership within the category. This follows a trend that we’re tracking closely as the industry continues to evolve.  


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Face-to-Face vs. Digital Promotion: Finding the Right Balance

Posted by Roz Lawson on November 27, 2019

Jude Konzelmann co-wrote this blog post with Roz Lawson. 

We all know that medtech and pharma customer-facing models have been evolving based on changes in the industry as well as in the broader environment. Technology allows HCPs to have easier access to medical information than ever before, but it’s an overwhelming amount of information: Medical knowledge was estimated to double every 50 years in 1950, but next year it’s projected to double in just 73 days.


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Times Are Changing: Making Way for Marketing

Posted by Matt Singer on October 4, 2019

I had the pleasure of facilitating a panel this week at The Medtech Conference, put on by Advamed. We discussed how more empowered marketing teams can drive success for medtech companies. Many thanks to our esteemed medtech marketing panelists: George Parr (CMO of Becton Dickinson), Rob Clark (chief communications officer of Medtronic), Randy Pritchard (senior vice president of marketing at Roche Diagnostics) and Rajit Kamal (vice president, global franchise leader of knees at Johnson & Johnson Medical Devices).


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