Why Medtech's Commercial Models Must Adapt to Local Needs

Pete Masloski and Yuta Ito

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As local US health care ecosystems evolve, medical technology companies serving them need to adapt in tandem. So says global sales and marketing firm ZS, which has has developed a four-step process for ensuring that commercial models respond to the new realities of “Regionalization 2.0.”

The market support that medtech companies provide is evolving from the traditional sales rep model to one that offers clinical support, and generally more tele-meetings, rather than on-the-ground client networking.

Medtech companies’ value proposition and commercial models need to evolve in harmony with those of local health care ecosystems – in fact a majority of life sciences companies are already developing new or specific go-to-market strategies for local geographic areas.

Customized models require companies to define an optimal mix of roles and construct their local teams in a centrally driven process that explicitly acknowledges regional variations. The traditional approach of developing a one-size-fits-all model for nationwide use will no longer work. 

Companies must consider how they can help hospitals be more successful in this “new world” by offering a broader portfolio of products and associated services.

About the Experts

Pete Masloski is a principal with global sales and marketing firm ZS in Evanston, IL. He is a leader in the firm's global medical products and services practice.

Yuta Ito is a business consulting manager with ZS.