The Rise of the Next Generation of Medtech “Milkmen”
Recommendation
The Boston Consulting Group completed studies assessing medtech commercial models in 2013 and 2017, concluding that the industry’s habit of sending representatives on frequent in-person sales visits was unsustainable and high cost, but improvable through digital means. Their most recent follow-up study involved 200 interviews and surveys of over 8,500 medtech employees in Japan, Europe, the United States and the BRIC countries. Results indicate six “next-generation design pivots” that innovative medtech companies should pursue in the name of a next-generation commercial model.
Summary
About the Authors
Götz Gerecke, Basir Mustaghni, Vikram Aggarwal and Can Schnigula are professionals with the Boston Consulting Group. Laurent Storme is a BCG alumnus and a strategic commercial senior director at Johnson & Johnson.
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