New Commercial Models in Medical Devices
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چکیده
Enormous change is on the horizon for medical device (MD) companies. For years, MD companies built their commercial models around a combination of innovative products and strong relationships with healthcare professionals (HCPs). These products and relationships have resulted in preferred product designations, comfort with single companies as suppliers of choice and an interdependency that rewarded the salespeople, companies and the HCPs. Impending change will impact product perception, salesperson relationships and ultimately the successful revenue model that has been in place for years within the MD marketplace. Successful MD companies must embrace the changes to established commercial models to effectively compete in the marketplace of the future.
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