Reaching the New Healthcare Buying Committees
Today’s $42.8B medical device industry has been largely impacted by massive consolidation, which has led to four of the largest medical device companies in the U.S. making up a whopping 73.2% of the market. While merger and acquisition (M&A) has helped companies stay competitive, scale up, diversify and innovate, it...
Marketing Medtech for the Value-Based Buyer
Medtech and pharma buyers are moving away from price- and features-based purchasing decisions and toward more holistic value-based purchasing models. Marketing messages to these buyers must be more complex, sequenced, and relevant in order to tell an effective, value-focused story. Sources: [1] Deloitte 2018 Global life sciences outlook [2] BCG, Why Every...
6 Major Disruptors in the Medical Devices Industry
The medical devices industry is changing rapidly, meaning sales and marketing are working overtime to keep up with a new class of buyer who operates within an uncharted set of market conditions. The baby boom has become a healthcare boom. By 2017, the number of Americans ages 65 or older...