Success in today’s rapidly changing and increasingly competitive market requires both flawless execution of traditional marketing activities, as well as critical assessment of the product’s clinical and economic value proposition in the context of strategic marketing. Rising health care costs within the global marketplace and higher expectations of improved outcomes associated with new pharmaceuticals and medical technologies are driving the expectation of increased coutcome at or below current pricing.
Many high-tech medical device companies have an excellent reputation for product attribute innovation and product use feature superiority. The feature and benefit orientation of many companies are no longer sufficient to keep pace with the continually evolving expectations of cost conscious medical customers where superior clinical and economic outcomes are required to both maintain and drive premium pricing.