Commercial Agenda 2022 and Beyond: It’s Time to Evolve and Revolutionize
The healthcare industry is fraught with challenges that medtech suppliers are currently grappling with. The effects of the COVID-19 pandemic, cost pressure and consolidation, competitive dynamics, and a deteriorating innovation climate have turned the industry upside down. So, what can medtech companies do to succeed in this environment, and what should be at the top of their commercial agendas this year and going forward? They must evolve or even revolutionize their business model.
The medtech industry has traditionally experienced significant growth driven by a continuous launch of innovations. However, limited payer and provider budgets have led to decreased willingness to pay, and increased acceptance of products considered “good enough.” Furthermore, the effects of the COVID-19 pandemic on sales mobility and interactions have forced companies to digitally rethink their engagement models.
