ARTICLE SUMMARY:
To thrive in today’s evolving healthcare market landscape, medical device companies must take a cohesive, strategic approach to address the complexities and opportunities of the current environment. Success will hinge on aligning commercial models with customer priorities, reducing inefficiencies, and leveraging technology to drive smarter decisions. By Jeremy Cohen, Spinnaker Life Sciences Strategy Consulting.
For much of the past 30 years, many medical device sales reps operated with a simple formula: load the trunk with inventory and drive from hospital to hospital, arriving at each institution before dawn to scrub in on surgeries. Whether the task was technical training or procedural support, being physically present in the OR was non-negotiable.
But today’s landscape demands something fundamentally different because the healthcare ecosystem is undergoing significant transformation. Hospital consolidation, the role of private equity (PE) investment, the shift toward ambulatory surgery centers (ASCs), and the rapid acceleration of digital engagement are reshaping how medical device companies interact with customers. Traditional field-force models that rely on in-person sales representatives are no longer sufficient to meet the evolving needs of healthcare providers, administrators, and procurement teams.
