The twin pressures of contracting prices and shifting decision-making processes are forcing medtech companies to overhaul their commercial operations.

There are clear-cut steps companies can take now that will help them strengthen their go-to-market strategy and improve the performance of the sales, account management, marketing, reimbursement, pricing, and service functions.

New commercial approaches must adapt to fundamental changes in decision-making in hospitals, the move to administrative purchasing, the consolidation of the customer landscape, and the expanding roles of group purchasing organizations, integrated delivery networks, accountable care organizations, and population health systems in the industry.

By following a comprehensive commercial excellence framework, medtech companies can unlock the full potential of their resources and identify necessary transformations for their organizations. New commercial models—including those for sales force effectiveness, channel management, competitive pricing, account management, service, reimbursement, and market access—are essential in order to drive future growth.

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