ARTICLE SUMMARY:
Digital innovation is opening the door for savvy medical device companies to leverage affordable multi-channel and dual push-pull strategies to reach patients directly to drive market adoption and sales growth.
By Ajay Gupta, Karen Passmore, Sundar Ganapathy, and Chris Smith, McKinsey & Co.
Medical device companies have largely relied on well trained sales forces as the growth engine driving market adoption of new therapies and growth in sales of products.
