Not-So-Future Shock

ZS’s Commercial Operations Benchmark Study for Medical Products, Devices, and Services Industries

In the medical devices and diagnostics industry, consolidation among the customer base has created labyrinthine buying processes that are difficult to understand, much less navigate.

This consolidation has meant Medtech companies must now pinpoint key decision makers at physician practices, hospitals and integrated delivery networks (IDNs). For large multidivisional companies, the selling process has become enormously difficult as they adjust their sales models for institutions with multiple stakeholders.

ZS’s latest Commercial Operations Benchmark Study for Medical Products, Devices, and Services Industries, released in January, reflects how industry leaders are coping with these changes—and how they are gaining a competitive advantage through commercial operations.

Among the study's findings

• IDN struggles: Only half of respondents can track membership in IDNs among their customer lists.

• Mobility for all: About three-quarters of respondents use tablets report using tablets and mobile phones; all will have business intelligence on mobile devices in two years.

• Outsourcing taking hold: Nearly half of survey respondents are outsourcing at least one commercial operations function; more than 25% are outsourcing at least two.

This executive summary of ZS’s research includes key findings from the study, what these findings mean for commercial operations and insights from Raj Jayashankar, a Principal at ZS, and Tobi Laczkowski, an Associate Principal at ZS, on how commercial operations can improve companies’ competitive positions in an unstable market.

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About the Experts


Raj is a Principal based in ZS's Boston office. Raj has a deep and varied experience developing and building commercial capabilities for life sciences companies. He has led global transformational projects in the areas of commercial operations, business model optimization and organizational change for both fast-growing and mature life sciences companies. These projects have tended to include significant and innovative use of analytics and technology.

Tobi Laczkowski is a Principal in ZS Associates’ Evanston, Ill., office and was previously based in the Zurich office. He has worked primarily with medical products clients in numerous areas, including sales force effectiveness, go-to-market strategy and transformation, organizational design, value proposition design, commercial operations and recruiting effectiveness. He has worked on projects in North and South America, Europe and Asia.