Competing in the Land of Giants

Originally Published MX July/August 2004

TOPSPIN

With clear objectives and a well-defined plan, even a marketing staff with limited resources can bring company success.

Catherine M. Wolfe

In the world of marketing, big budgets appear to equal big growth. So, when a medtech company is a smaller competitor—with a marketing budget of equal proportions—what are the chances of making significant strides in the market? How can company marketing staff best use their limited resources to obtain the biggest possible return on investment?