INFORMAZIONI SU QUESTO EPISODIO
For years, medtech commercialization has largely been driven by product expertise, relationships, and the efforts of individual sales representatives. But healthcare buying decisions have changed.
In this episode of the MedTech Business Academy, Skender Daerti, Barbara Strain, and Scott Alexander discuss what they believe is a major inflection point for the industry: the shift from transactional selling to strategic commercialization.
The conversation begins with a discussion about personas and quickly expands into a broader examination of how hospitals and health systems evaluate new technologies today. The panel explores why clinical champions alone are rarely enough to drive adoption and why successful companies must understand the priorities of financial, operational, IT, and value analysis stakeholders as well.
Along the way, they share real-world examples of products that struggled because key decision-makers were overlooked, discuss how organizational structures continue to evolve through mergers and consolidation, and examine why many sales teams are being asked to navigate increasingly complex buying environments without sufficient strategic support.
Key topics include:
• Identifying the stakeholders who truly influence adoption
• Understanding clinical, financial, operational, and technology personas
• Common commercialization mistakes that slow adoption
• The growing role of value analysis in healthcare purchasing
• How marketing can provide strategic support to the field
• Why medtech may be entering a new era of commercialization
Whether you're a marketer, salesperson, product manager, clinical leader, or executive, this episode provides a thoughtful discussion on how healthcare purchasing is changing and what medtech organizations must do to adapt.
