With the healthcare landscape growing increasingly more complex and competitive, medtech organizations are finding it challenging to achieve growth.

In the past, medtech companies could rely on incremental feature improvements and sales reps’ relationships with clinicians to drive sales. But in a recent ZS survey of hospital executives in the U.S. and Europe, we found that 90% of respondents think that medtech manufacturers can’t succeed with product innovation alone. Customers are demanding something different.

We believe that marketing—an oftentimes overlooked function within medtech companies—is the right solution to the new market reality in medtech. An empowered marketing capability can help medtech companies gain a competitive advantage that fuels performance, profitability and long-term prospects.