Medtech Companies Need to be Solutions-Oriented, not Product-Driven

Posted by Rohan Agni on October 18, 2018

The vice president of supply chain at a top IDN system recently told me, “In medtech, there is no evidence-based information whatsoever that one manufacturer is better than another. Take CRM, for example. There are three top players, but there’s no evidence that any one pacemaker is better than the others."


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Marketing Excellence: An Overlooked Key to Launch Success

Posted by Matt Scheitlin on October 12, 2017

This is the second post in a two-part series on marketing excellence in the medtech industry. 

In my last post, I described an all-too-common scenario for many medtech companies: A lack of the marketing excellence needed to leverage the market, competitor and customer insights that drive business decisions. In this installment, I’ll describe how establishing a holistic and structured marketing approach helped one company on its journey toward global marketing excellence.


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The Shift From Sales Excellence to Marketing Excellence

Posted by Matt Scheitlin on October 6, 2017

Ten years ago, having a sales force effectiveness center of excellence was unique in the medtech industry but is now a cornerstone of every high-performing organization. Now, marketing excellence is the next great differentiator for medtech commercial operations.


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Are Internal Challenges Preventing Your Organization From Demonstrating Value?

Posted by Will Randall on September 15, 2017

Large-scale mergers and acquisitions continue to be a trend shaping the medtech industry. This year alone, two multi-billion dollar acquisitions (Abbott/St. Jude Medical is complete and Becton Dickinson/C.R. Bard is pending) aimed to create large medtech organizations with broad portfolios and businesses spanning many therapy areas and hospital departments. Several other billion-dollar deals have also made headlines in recent months. These combined entities should be in a strong position to articulate a portfolio value proposition that can help providers improve the quality and outcomes of patient care.


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Roll Up Your Sleeves: How to Achieve Better Outcomes Through Behavior Change

Posted by Will Randall on June 12, 2017

I often pause in restaurant bathrooms, amused by the familiar signage above the sink: “Employees must wash hands before returning to work.” Surely everyone washes their hands. While these well-meaning but rather amusing signs are found all over the U.S., do they actually have any impact on improving hygiene practices? Probably not. But what does that have to do with medtech, anyway?


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