The Rise of the Economic Buyer

Rohan Fernando, Roz Lawson

The increasing commercial awareness of healthcare providers across Europe is forcing the medical technology industry to update its own commercial models. Rohan Fernando and Roz Lawson of ZS Associates argue that medtech companies need a more coherent and customer-focused slaes strategy to succeed in the EU market.

"The Rise of the Economic Buyer" was published in MedTech Business.

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