The Game Has Changed

Posted by Brian Chapman on April 21, 2017

Pete Masloski co-wrote this blog post with Brian Chapman.

This post originally appeared on Medical Device & Diagnostic Industry’s blog, DeviceTalk.

The 1980s were a time of great innovation for the medical technology industry. In vitro diagnostics were exploding with amazingly relevant diagnostic tests coming out every month. Self-monitored blood glucose meters came out and changed how diabetics managed their diseases. Implantable cardioverter defibrillators dramatically reduced the risk of death from ventricular fibrillation. Angioplasty, pulse oximetry, mainstream use of laparoscopic procedures—the list of product innovation is staggering.


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Why Medtech Companies Should Implement Regionalized Sales Models

Posted by Pete Masloski on March 1, 2017

This post originally appeared on Mass Device's Medical Design & Outsourcing site. 

In today’s dynamic healthcare environment, IDN consolidation and centralized medical device purchasing are creating significant pricing pressure on the medical device industry. In fact, on average, prices for costly medical devices have been declining recently, according to the Emergency Care Research Institute. Medtech business leaders, therefore, have to work to find ways to evolve and grow earnings in this highly competitive and challenging environment.


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Navigating the Dotted Line: How to Make Complex Sales Team Structures Work

Posted by Pete Masloski on January 18, 2017


The traditional field selling role has evolved from what once was a group of autonomous individual contribu­tors to teams working in a coordinated fashion with a variety of stakeholders. For example, there now are more key account managers calling on IDNs, and also more specialized support roles such as reimbursement special­ists, clinical specialists, telesales and medical science liaisons. Obviously, this evolution comes with growing pains, but those pains can be allevi­ated with the right team structure and the appropriate operating capability.


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Turning the Sales Model on its Head

Posted by Yuta Ito on October 4, 2016


In a recent meeting with a group of marketing executives at a hospital equipment company, my colleagues and I learned of the executives’ plan to launch a series of clinical education programs as an add-on service to help drive product utilization and, ultimately, boost repeat orders. Like many other medtech companies, they were looking to go “beyond the device,” offering related value-adds in an attempt to differentiate themselves to IDNs’ that are most sensitive to the Centers for Medicare and Medicaid Services’ payment reforms, rather than simply trying to compete on price.


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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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