Many medtech companies are struggling to achieve growth in an increasingly complex and competitive healthcare landscape.


In response to disappointing financial performance, most companies restructure or resize their sales organization, change their R&D capabilities or acquire external companies or products—or, worst case, downsize their organization to better align to revenue growth. But these solutions are just the tip of the iceberg. Instead, medtech companies should go beyond these surface-level solutions. Marketing, which is often overlooked, is the right solution to medtech’s new market reality.