ARTICLE SUMMARY:
Marketing and commercial executives at medtech firms are facing an entirely new world today. As new customers and influences come to the fore, with new sets of problems and concerns, solving those customers’ problems has become at least as important as technological innovation and improved clinical outcomes in shaping a company’s portfolio. We present insights from a roundtable of marketing and commercial executives convened by global consulting company ZS Associates.
For a long time, the most dynamic force for change in the medical device industry was medical technology itself; and, in turn, those advances in technology wrought important changes among device company customers.
