Blog

25Oct 2025 by cesare ferrari

Stop Sending Mixed Signals: Define Your Company Positioning Statement

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 medical device companies fail to recognize the importance of a compelling positioning statement.  Without a clear positioning statement, your communications lack focus—and there’s a real risk of inconsistency.  What Is a Positioning Statement?  As mentioned previously, a product’s value proposition can be expressed through a positioning statement, which typically refers to the sector, target customers, and key differentiators. If it’s important for a product to have a clear positioning, the same applies to the company itself.  A company positioning statement is extremely useful for internal alignment, but it can also be used externally to ensure coherent communication. If your management team isn’t aligned on…

10Oct 2025 by cesare ferrari

When Innovation Isn’t Enough: Why Smart Inhalers Struggle with Adoption

Upstream marketing

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 devices that attach to a primary inhaler, and integrated models where the sensors are built into the inhaler itself. Smart inhalers are often presented as a breakthrough in managing chronic respiratory conditions such as asthma and COPD. These devices promise to improve medication adherence, reduce hospitalizations, and empower patients and healthcare professionals with real-time insights. However, despite growing clinical evidence and enthusiastic media coverage, smart inhalers have not achieved widespread adoption and remain a niche technology. Let’s explore why—through the lens of Everett Rogers’ five key factors for innovation diffusion. Relative Advantage While effective inhaler medications are available, nearly half of all asthma…

27Sep 2025 by cesare ferrari

When Innovation Isn’t Enough: Why Great Medical Ideas Fail (Part 2 )

Upstream marketing

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 Diffusion of Innovations as key determinants of innovation adoption.  You can find the introductory post [here].  As discussed, the five attributes of innovations are:  Relative Advantage  Complexity  Compatibility  Trialability  Observability  Let’s examine each factor together, keeping in mind that successful diffusion of an innovative medical product requires consideration of all five.  Relative Advantage  Relative advantage is the most obvious factor. It’s defined as the degree to which a medical innovation is perceived as better than the idea it replaces.  As mentioned, Rogers emphasizes perception across all five attributes. While this may seem trivial, it’s often overlooked. Product managers and…

14Sep 2025 by cesare ferrari

When Innovation Isn’t Enough: Why Great Medical Ideas Fail (Part 1)

Upstream marketing

If you follow this blog, you already know that I consider it fundamental to learn from errors—especially from others’ mistakes or unsuccessful experiments.  Today, I’d like to explore why a medical innovation, even if effective and potentially lifesaving, might not succeed. I’ll discuss the factors that underpin the success of innovation.  Let’s begin with one example of medical innovation that failed to gain traction.  A Very Old Example  In the past, scurvy was a deadly disease, especially among sailors. In fact, in 1497, the crew of Vasco da Gama—the first to sail around the Cape of Good Hope—was decimated. At the time, scurvy killed more sailors than any other cause.  In 1601, English captain James Lancaster conducted an experiment to test the hypothesis that lemon juice could prevent scurvy.  He…

17Aug 2025 by cesare ferrari

Selling Smarter: Why Expanding Isn’t Always the Answer 

Sales

Let’s be blunt! If you work for a small or medium-sized medical device company and you want to serve the entire market, there is something wrong with your sales strategy.  Let me explain. Expanding your market coverage to increase your sales is not a negative thing in itself.  However, it isn't the most effective way to achieve sustainable and continuous growth. The true source of sales expansion lies in your existing customers.  Why It’s Important to Focus on Existing Customers  As highlighted by the Harvard Business Review, acquiring a new customer can cost 5 to 25 times more than retaining an existing one.  In the medical field, I’m absolutely convinced it’s far more expensive to win a new account—convincing a new doctor, securing a new tender—than it is to sell…

13Jul 2025 by cesare ferrari

Hello, dear readers — Summer is calling!

Other

As the summer holidays approach and the rhythm begins to slow, I want to take a moment to greet you and thank you for being part of this blog. Your feedback, loyalty, and thoughtful presence continue to inspire every post. Before we all take a well-deserved break, I’d like to shine a little light on three posts that deserve a second look—or maybe a first, if you missed them the first time! Posts worth revisiting: Beyond the product life cycle: limitations & insights Where I explored PLC limitations and practical relevance in the medical sector. Despite its flaws, the PLC still offers valuable insights—helping businesses refine strategies, optimize pricing, and plan for product evolution. Key factors to consider for successful medical device pricing In this post, I analyzed the key…

21Jun 2025 by cesare ferrari

The Market Share Components Every Marketer Should Know

Downstream marketing

In my previous post, I covered market share, its importance, and how to calculate it. You can access the content [here]. Market share is not only a sign of how well your product is performing relative to its competitors, but by analyzing its components, you can develop strategies to grow it — either by reaching more potential customers or increasing usage among existing ones, ultimately increasing your profits. Research shows that companies with a high market share are significantly more profitable than their lower-share competitors. So, to help your product thrive, it’s useful to understand the components of market share and how they can influence your marketing tactics. How to Decompose Market Share Market share is determined by two primary factors: brand penetration and coverage. Market Share = Brand Penetration…

09Jun 2025 by cesare ferrari

Understanding Market Share and Its Importance

Downstream marketing

Market share is a critical metric that pharmaceutical and medical device companies use to gauge commercial success and enhance business profitability. Despite its significance, many companies, particularly small and medium-sized medical device firms, do not attempt to calculate it. Additionally, I find it surprising that many marketing professionals overlook the opportunity to leverage this metric and its components for market analysis and strategic planning. What Is Market Share and How Is It Calculated? Market share represents the percentage of total sales within a product category that belongs to your brand. Put simply, it compares your product’s total sales to the overall sales of the category. The formula to calculate this critical metric is straightforward: Market Share = (Brand Sales / Total Market Sales) × 100 How Market Share Is Used …

22May 2025 by cesare ferrari

Understanding the Forces That Shape Medical Products Life Cycle

Downstream marketing

In my opinion, the product life cycle is a valuable model that helps marketers navigate the intricate device and pharma market. I’ve previously outlined the stages a product undergoes in its journey from launch to discontinuation. Like any tool, the product life cycle has its limitations and benefits, which I’ve discussed in this earlier post. Although marketers can make strategic decisions to guide how their product progresses through its life cycle, numerous external factors remain uncontrollable and can still significantly shape its overall trajectory. These elements can shape the life cycle of a medical product, making some products popular for just a few years, while others maintain relevance for much longer. In this blog post, we’ll explore the key elements influencing a product’s lifecycle. Factors Affecting the Product Life Cycle…

10May 2025 by cesare ferrari

Product Life Cycle Management in Pharmaceuticals: The Case of Alendronate (Fosamax)

Downstream marketing

After publishing this post on product life cycle management, a couple of friends asked for examples of effective PLCM. Effective Product Life Cycle Management in pharmaceuticals is particularly crucial for maintaining market relevance and maximizing profitability. One example of successful PLCM that I witnessed first-hand is alendronate, marketed as Fosamax by MSD—a bisphosphonate used to treat osteoporosis. Introduction: The Early Years of Fosamax Upon its approval in the mid-1990s, Fosamax became a leading treatment for osteoporosis, offering a new approach to bone health. Its market success was driven by solid clinical trials, specialists’ adoption, and effective marketing campaigns emphasizing its ability to reduce fragility fractures in patients. Mid-Life Adjustments: Sustaining Market Leadership As Fosamax approached patent expiration, MSD implemented strategic moves to extend its product life cycle. Key approaches included:…