Integrative Marketing in a Disintegrating Marketplace

Originally Published June 2000

Charles Versaggi

Like it or not, the Internet is dramatically changing the market infrastructure of the medical product industry. Alvin Toffler prophesied that the next round of competition would be between the fast and the slow—or, as the witticism has it, the quick and the dead. Medical device executives, involved in some of today's fastest-changing technology sectors, need to be savvy about new and better ways to compete and be profitable. Integrating the Internet into a marketing program can be one way to make a major impact on the bottom line, as long as some Internet marketing basics are understood.