Who, what, when, where and why

Who:

My name is Cesare Ferrari and I’m a global sales and marketing leader for the medical device sector with more than 20 years of experience.

What:

A platform to share practical sales and marketing tools, tactics and strategies for international MedTech professionals. I will share ideas and expertise that could be helpful in your everyday life.

When:

My promise is a post every 2 weeks.

Where:

Here on my blog page and on LinkedIn. Don’t miss a post, subscribe now here.

Why:

The purpose of this blog is to help sales and marketing professionals, especially if working in small and medium size medical device companies, with their sales and marketing challenges by sharing ideas and experience that I gained throughout my career. Please feel free to comment and share your thoughts too.

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Check my latest post

The Importance of Customer Centricity: Lessons from Henry Ford and Alfred P. Sloan 
The Importance of Customer Centricity: Lessons from Henry Ford and Alfred P. Sloan 
26/01/2026
Today, I would like to start with two famous sentences attributed to Henry Ford to discuss the topic of customer centricity and its importance in medical innovation. While the exact authenti...
Do Not Miss This Point When Building a Customer Journey Map  
Do Not Miss This Point When Building a Customer Journey Map  
09/01/2026
After publishing my posts on how to build a customer journey map and the importance of customer journey maps, during my Christmas holidays I had an engaging discussion with a former colleagu...
MedTech Pricing Wrapped for the Holidays
MedTech Pricing Wrapped for the Holidays
24/12/2025
As we head into the holiday season and wrap up another year in medical marketing and sales, it’s a great moment to pause and reflect.   Pricing rem...
A Step-by-Step Guide to Creating Customer Journey Maps in Healthcare 
A Step-by-Step Guide to Creating Customer Journey Maps in Healthcare 
06/12/2025
I recently discussed customer journey maps and why I believe they are valuable in medical marketing. In this post, we’ll explore how to build an effective and actionable map.  Here a...
Seeing Through the Customer’s Eyes: The Power of Customer Journey Maps in MedTech Marketing 
Seeing Through the Customer’s Eyes: The Power of Customer Journey Maps in MedTech Marketing 
23/11/2025
As a marketer working in medical product development, chances are you’ve already heard of customer journey maps—and perhaps even created one.  This tool is widely used among UX resea...
How MedTech Can Benefit from Amazon’s Working Backwards Method  
How MedTech Can Benefit from Amazon’s Working Backwards Method  
10/11/2025
There is no doubt that Amazon is an extremely successful company. Among the unique elements that characterize Amazon’s culture and processes, one stands out as particularly interesting, valu...
Stop Sending Mixed Signals: Define Your Company Positioning Statement
Stop Sending Mixed Signals: Define Your Company Positioning Statement
25/10/2025
The company positioning statement determines how a company is perceived in the market, defines its competitive advantages, and influences its overall success.   It’s surprising how many m...
When Innovation Isn’t Enough: Why Smart Inhalers Struggle with Adoption
When Innovation Isn’t Enough: Why Smart Inhalers Struggle with Adoption
10/10/2025
This final article in the innovation and adoption series explores a real-world example of a device struggling with market acceptance. Smart inhalers fall into two categories: clip-on dev...
When Innovation Isn’t Enough: Why Great Medical Ideas Fail (Part 2 )
When Innovation Isn’t Enough: Why Great Medical Ideas Fail (Part 2 )
27/09/2025
Continuing from the previous post on why your medical innovation might not be adopted as expected, I’ll now explore each of the five factors that Everett Rogers identified in his book Diffus...

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