No industry likes the kind of attention that medtech has been getting lately.
There are front page stories in national publications that speak disparagingly of new device models and updates as only offering “dubious improvement.” They allege that much of medtech innovation amounts to “planned obsolescence.”
At its core, the claim is that device manufacturers engage in a form of “incrementalism,” making minor changes in equipment year over year expressly for the purpose of enabling price increases and driving sales. All allegedly without delivering significant improvement in value for the customer.
While the industry might bristle at these charges, the fact is that the industry’s sales force plays into the hands of such critics.That’s because many medtech sales organizations today fail to highlight the real patient-focused and medical-customer-focused value that flows from the industry’s constant march...