Focusing on organization and talent can help medical device companies establish key account management programs that will benefit both themselves and their customers.
Brian Chapman and Pete Masloski
The medtech marketplace has experienced drastic changes in recent years. Economic forces have accelerated on hospitals, forcing them to become more cost conscious. Hospital purchasing has become more professional and structured, with purchasers working with clinicians to select appropriate products and make trade-offs clinical stakeholders had not previously been expected to make.
In an environment with mounting commercial pressures, many medtech organizations are reassessing their sales strategies, developing and increasing their investments in key account management. This is not a program...