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Medtechs Should Not Play Dodgeball With Sales Force Effectiveness

 
• By Ashley Yeo

Adoption of sales force effectiveness remains suboptimal across the US medtech industry, which means that companies are missing out on significant annual revenue uplift. But things are changing, and it’s no longer an issue to be delegated: SFE has risen all the way to CEO level.

From a commercial standpoint, medtech has historically been dominated more by sales than by the marketing function. There has also been a strong clinical focus: the clinician stakeholder has traditionally been top of the priority list in all matters regarding the delivery of care – and by a long way.

But that has been changing over time, and the gap between the clinical stakeholder and the economic stakeholder has now...

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