ZS’s Benchmark Study on Medical Products Companies’ Commercial Operations

Bret Caldwell, Saby Mitra

For medical products companies, 2012 is shaping up to be the year of mobile customer relationship management (CRM) deployments, realizing the potential of customer analytics, and automating pricing and contracting.

That’s according to a new ZS survey that asked industry leaders in medical products and services about their companies’ current status and plans for their commercial operations. Specifically, the survey focused on their customer relationship management platforms, business intelligence capabilities, information technology and pricing-contracting operations.

Survey participants felt that many of their sales and marketing operations have numerous shortcomings, both in terms of technology and approach, that need addressing. This executive summary of the report analyzes key results in each survey area, and what the findings mean to the industry. Bret Caldwell, a ZS Principal based in Evanston, Ill., and Saby Mitra, a ZS Manager, also in Evanston, provide their commentary and perspectives on the survey results.

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