MedTech marketing : a business model for medical technologies and medical devices

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MedTech Marketing is for anyone who wants to make a difference within the MedTech industry (MedTech is short for medical devices and medical technologies). “What does it take to be successful in the MedTech industry?” Seeking to answer this question, the book presents a business model, theory, concrete action plans, real-life case stories, best-in-class examples, alongside viewpoints from industry experts. MedTech Marketing is a new discipline, but a highly necessary one. Time to market, sales curves and staying ahead of the competition are all becoming more challenging and complex, due •increased regulatory demands and changing payer structures•pressure on healthcare expenditures and reimbursement•the need for highly specialized competencies and value-based evidence•the need for optimal digital and analogue considerations in the marketing mix•universal and intense competitionAll of these are costly elements that require strict focus and careful prioritization. If you are looking for a clear, straightforward, cost-efficient and structured process, this book offers a new MedTech model that addresses the industry’s challenges by guiding you all the way from idea generation to market success.