Boston Consulting Group began writing the third iteration of its report on next-generation commercial models to meet evolving medtech customer needs before COVID struck. But it findings and recommendations were even more relevant once the report – dubbed Milkman 3.0  ̶  was finally released in spring 2021, when learnings from the pandemic were being factored in by the medtech industry.

BD stressed the continued pursuit of an innovation-driven growth strategy as it announced fiscal 2021 sales of $20bn spurred by its pandemic response effort.

Seasoned business developer and investor Oern Stuge has worked with the very biggest in medtech in a career spanning over three decades. He bemoans the harm that European policymakers are doing to the one-time capital of the world of medtech innovation. But on the other hand, he knows that the best ideas have a habit of succeeding, regardless of geography.