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Latest From Brian Chapman
As medtech companies are fighting to protect their turf from innovative tech companies making their way into the traditional health-care space, there's also some important lessons to be learned from these newcomers. Raluca Cenusa and Brian Chapman of global sales and marketing consulting firm ZS Associates explain how medtech companies can use tech strategies to their advantage in building long-term relationships with customers, add value for customers, and use their accumulated wealth of patient data to build a treasure trove. This is the second installment of a three-part guest commentary series from ZS focusing on "defense strategies" to keep their tech rivals at bay.
While the sheer size of the US market might present a challenge to European medtech companies, at least it is homogenous. Europe's notoriously fragmented nature, on the other hand, requires a different sales approach, from country to country. In this article, the third in a four-part series focused on sales strategies, Brian Chapman and Lukas Grabner of global sales and marketing strategy consulting firm ZS outline the most important things to take into consideration when tackling the different European medtech markets.
In spite of the increased attention medtech companies have been paying over the last few years to the emerging countries, the US remains undeniably the biggest market for medical devices. Yet, this market continues to leave many European medtech firms stumped. In this article, the second in a four-part series focused on sales strategies, Brian Chapman and Lukas Grabner of global sales and marketing strategy consulting firm ZS list the key reasons why European companies are struggling to conquer the US and how they can overcome these hurdles.