Insights

Is It Time to Flip Your Commercial Model?

Pete Masloski, Yuta Ito


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Positoning Key Accounts at the Center of Medtech's Commercial Model

 

Many medtech companies now find that integrated delivery networks (IDNs) are becoming their main customers. Consolidation has created larger and more powerful IDNs, as these providers seek greater economies of scale and negotiating leverage with payers and suppliers. Continuing at the recent pace, additional provider consolidation will result in a relatively small number of IDNs controlling the lion’s share of the U.S. healthcare market. In fact, based on our analysis, within the next five years, the top 50 IDNs will control at least 50% of the market.

Today, most medtech companies’ commercial focus has been selling to individual physicians and hospitals with a geographically aligned field sales team, and IDNs have been served by a much smaller group of key account managers. The majority of resource investment and mindshare has historically been focused on the field sales teams, with less emphasis on IDNs. As decision making shifts to IDNs and they get larger and more influential, stresses begin to appear in this traditional model. To address these challenges, medtech companies must begin to transform the model of their commercial organizations from field-sales-centric to key-account-centric. Those that succeed in this transformation and build the required capabilities will emerge as the winners in an increasingly competitive and complex market.

Download this article to learn five imperatives for becoming a key-account-centric organization.

About the Experts




Pete Masloski is a principal in ZS’s Evanston, Ill., office and is a member of ZS’s Medical Products and Services practice. He has experience in an extensive range of sales and marketing issues, such as opportunity assessment, sales process and channel design, and account management. Contact Pete at pete.masloski@zs.com.




Yuta Ito is a business consulting manager in ZS’s Evanston, Ill., office and a member of the medical products and services team. He has worked with a wide range of leading medtech companies in North America, Europe and Asia spanning various commercial issue areas, such as go-to-market strategy, strategic account selling, segmentation and targeting. Contact Yuta at yuta.ito@zs.com.