News and Insights
Building A Strategic Market Claims Strategy
May 1, 2009
NAI PUBLISHED IN MX: BUSINESS STRATEGIES FOR MEDICAL DEVICE PROFESSIONALS
Even the most successful medical device companies are finding today’s rapidly changing and increasingly competitive global market a challenge. To be successful requires not only flawless execution of traditional marketing activities, but a critical evaluation of a product’s economic and clinical value proposition. Customers expect improved clinical outcomes; however, in the face of rising healthcare expenditures, these expectations come with costs that are at or below current pricing.
In their article, Building A Strategic Market Claims Strategy, published in MX: Business Strategies for Medical Device Professionals, authors Rita E. Numerof, Ph.D., President and Jill E. Sackman, D.V.M., Ph.D., Senior Consultant of NAI provide insight into how purchasing decisions, globally, are increasingly being made based on data that supports real economic and clinical value. The authors also provide concrete recommendations on ways that organizations can cost effectively provide evidence that supports both premium reimbursement and market differentiation of their products.