AI in Medtech: Innovating in An Era of Uncertainty

Posted by Kate Templeton on July 23, 2019

This post is the second in a multi-part series on how the rules of the road are changing in medtech, and the implications on commercial strategy. Sundeep Karnik contributed to this blog post.

With the speed and impact of innovation increasing rapidly, our institutions have struggled to keep up. For better or worse, rules and regulations have typically lagged behind the innovation frontier, responding only when a crisis or particular incident highlights a new challenge to be managed or risk to be mitigated. This dynamic isn’t specific to healthcare—just think back on all of the questions raised in the last few years with Tesla’s autopilot car crashes to see the parallels. Regardless of industry, for those innovators on the cutting edge, this creates an environment of regulatory uncertainly that is inherently risky for the companies that blaze forward assuming a specific regulatory approach will be adopted by the relevant authorities. The more disruptive the technology, the more likely it is that such an environment will exist.


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Medtech’s Business Problems Need Marketing Solutions

Posted by Matt Singer on June 5, 2019

Sundeep Karnik co-wrote this blog post with Matt Singer. This is an excerpt from “Medtech, Look to Marketing for the Solution.”

We don’t need to tell you that the healthcare landscape is growing more complex and competitive, and that achieving growth is becoming more challenging for medtech organizations. We don’t need to mention that bringing true innovation to market—innovation that customers will pay for—isn’t as easy as it used to be or that many new product launches fail to deliver on expectations. We’ve sat in the offices of many industry leaders and discussed these very challenges.


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It’s Time for Medtech Companies to Tell a Different Story. Can Digital Marketing Help?

Posted by Matt Singer on May 21, 2019

Last week, I had the opportunity to attend the Curtis & Coulter BioPharma eMarketing Summit in San Diego. There were some outstanding sessions led by digital marketing gurus and marketing leaders from medtech companies who shared their experiences in digital marketing. Kudos to a well-organized and well-attended conference.


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The Changing Customer and Medtech’s Marketing Transformation: Four Takeaways From MedForce 2016

Posted by Pete Masloski on June 24, 2016


This month marked the launch of MedForce, a sales and marketing conference for the medical technology industry. The attendees represented a diverse mix of companies from various sectors, ranging from traditional high-tech implantable companies both large (Medtronic) and small (Endologix), to clinical diagnostics (Abbott) and imaging equipment providers (Siemens, Varian Medical), to supplies and equipment firms (3M, B. Braun, Halyard). 


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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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