Creating Macro Value Through Microtargeting in Medtech

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Tools are now available to enable medical device companies—both large and small—to utilize big data to better understand product markets and make their sales and marketing efforts more efficient. Welcome to the world of microtargeting.

By Ajay Gupta, Peter Sommerness and Alina Kotova, McKinsey & Company. 

Medical technology firms have historically introduced new products and developed new markets not through the power of central analytics and segmentation, but instead through local efforts of sales and clinical resources figuring out how best to drive access and usage in the field.

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