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Sorin CRM: Cracking the US Market

Executive Summary

Sorin's history of important technology breakthroughs has long been one of the best kept secrets in the cardiac rhythm management market. The company is now restructuring to focus on CRM, particularly in the US, and challenge the major players on their home turf.

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Sorin Restructured: Interview with Andre-Michel Ballester

Sorin, as a whole, has historically been known as a company more focused on R&D and technology development than on the commercial side of the business. Despite being among the market leaders in several cardiovascular product segments in both Europe and Asia, outside of cardiopulmonary devices Sorin is not a significant player in any other US product area. Sorin's CEO talks frankly to IN VIVO about why the company needed to reorganize to bring its sales and marketing efforts, particularly in the US, up to the level of its technology development.

Sorin Restructured: Interview with Andre-Michel Ballester

Sorin, as a whole, has historically been known as a company more focused on R&D and technology development than on the commercial side of the business. Despite being among the market leaders in several cardiovascular product segments in both Europe and Asia, outside of cardiopulmonary devices Sorin is not a significant player in any other US product area. Sorin's CEO talks frankly to IN VIVO about why the company needed to reorganize to bring its sales and marketing efforts, particularly in the US, up to the level of its technology development.

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