Failure to Launch: How to Prioritize Your Product Launches

Posted by Matt Singer on February 17, 2020

This post is the second in a multipart series.

In a previous post, we explored how new products aren’t created equally and how to determine the best approach to launching them. We talked about how launches should be prioritized based on answering a couple of questions: How compelling is the new product’s value proposition from the customer’s perspective? How large is the realistic, addressable market opportunity for this product?


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Expert Insights: What It Takes to Transform Marketing in Medtech

Posted by ZS Editors on January 29, 2020

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

As marketing starts to take center stage in medtech, companies need more than just a change in mindset. To build an empowered marketing team—one that helps increase customer relevance and drive competitive differentiation—companies need to make the right shifts in process and structure to support it.


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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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