To gain a competitive advantage in today’s evolving medtech landscape, many companies are investing in marketing operations instead of pursuing more traditional avenues for growth, such as focusing on their portfolios, R&D programs or sales teams.


In this Q&A with Medtech Insight, ZS experts Matt Singer and Sundeep Karnik discuss the growing importance of marketing in medtech, and how companies can leverage marketing to drive revenue growth and innovation. They also discuss what medtech can learn about marketing from the pharma industry, and the regulatory and compliance issues that come into play.