Blog

01Dec 2023 by cesare ferrari
6 Best Practices For Onboarding New Medical Distributors

6 Best Practices For Onboarding New Medical Distributors

Sales
In the previous post, I examined the importance of an effective onboarding program for new medical distributors. In this article, I will focus on six best practices to produce a successful onboarding plan.  Let’s see together what I think is important for onboarding medical distributors:     1. Prevent misalignment  There is an old saying, “Prevention is better than cure,” which is valid also for commercial partnerships. We can all agree that partnership is working together to achieve common objectives and it is fundamental to understanding each other in a business relationship. For this reason, at the onboarding or even better before the onboarding, the two partners (supplier and distributor) should be clear about their respective priorities and goals.   As a supplier, you should establish what is important to you and communicate…
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18Nov 2023 by cesare ferrari
How To Make The Best First Impression With Your New Medical Distributor

How To Make The Best First Impression With Your New Medical Distributor

Sales
Consider this: You worked hard to find and select a new commercial partner in an uncovered market. You and your new distributor invested time and resources to establish what both expect to be a long-term, profitable and fruitful commercial relationship.   All the prerequisites are fulfilled, the distribution agreement is signed, and the regulatory departments are working together in harmony to register the products.   Well... the worst thing you and your partner can do is consider the partnership well-founded and drive attention to something else.   As a supplier, you have the responsibility to help your distributor capitalize on “quick” wins in the first months of the relationship. This is why it’s necessary to show you how to make the best first impression with your new medical distributor and establish a successful…
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22Oct 2023 by cesare ferrari
Customer Orientation In The Medical Business

Customer Orientation In The Medical Business

Sales, Upstream marketing
I recently met an ex-colleague and we discussed for a couple of hours several decisions made by the management of a MedTech company that we both felt were not focused on the customer. We agreed that those decisions were evidence of putting the business needs over what was best for the customer.     For this reason, after this eye-opening conversation about how far small and medium-sized medical device companies are from being customer-centric, I decided to return to this topic.    If you follow this blog regularly you should already know that I’m a strong advocate of customer centricity and customer orientation. Read on to find my takes and solution to building a customer-centric medical business.  What is customer orientation?   Customer orientation is a business philosophy that puts the needs of the customer at the center of the…
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06Oct 2023 by cesare ferrari
How do you find customers to talk to? (Part 2) 

How do you find customers to talk to? (Part 2) 

Upstream marketing
Remember the first post on customer interactions where I shared essential tips on how to find customers to talk to? Great! Here’s the follow-up and I’ll be talking about how to effectively find customers to interact with.  Just in case you missed the first post (part 1), you can go over it here. It’ll help you understand how to define the profile of a customer and the general strategy to approach them.  Let’s move right into the focus of this content, which is customer interactions.  5 ways to generate fruitful customer interactions    Once the profile of the customer and the approach strategy is well defined the next step is to find an appropriate number of customers to speak with.   Here are 5 practical examples that show you how.  1.…
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23Sep 2023 by cesare ferrari
How do you find customers to talk to? (Part 1) 

How do you find customers to talk to? (Part 1) 

Upstream marketing
From my writings, you can tell that I believe meeting, talking, and observing the customer are critical steps in any new product development. I’ve also shared with you the importance of customer interactions.   However, for example, when discussing with some healthcare start-up founders, I found out that many still have some difficulties accessing “customers.” And that’ll be the focus of this article.   You’ll learn more as you read on.  Possible challenges with accessing customers  Here are a few, yet common examples where access to customers can be challenging:  You are a start-up or small company   You have an extremely limited budget   You are addressing a completely new segment  You are targeting new stakeholders  You need customers in a new geographic area  You have no KOL network  In these situations, for…
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09Sep 2023 by cesare ferrari
The importance of cultural factors in international sales of medical devices (Part 2)

The importance of cultural factors in international sales of medical devices (Part 2)

Sales
In the last article, I suggested the importance of cultural sensitivity in international sales, adding that high-performer international sales managers are those who show essential characteristics of cultural skills and cultural sensitivity. (Read the full article here). Today I will cover a few key elements of a country’s culture that I consider fundamentals in international sales, so keep reading to find out more. Some elements of a country’s culture and their impact Language I found that language is probably the most important factor of a culture when selling in a market. Speaking the customer’s language is a clear advantage and helps to reduce common barriers. A key skill in international sales is the command of foreign languages and not only English Language.   “If I am selling to you, I…
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25Aug 2023 by cesare ferrari
The importance of cultural factors in international sales of medical devices (Part 1)

The importance of cultural factors in international sales of medical devices (Part 1)

Sales
Small and mid-size MedTech enterprises (SMEs) contemplating entering international markets will need to develop knowledge, competencies, and expertise in some areas such as cultural sensitivity. Already, some sales managers think that international selling is challenging, while others think it is somewhat easy. However, most who have tried it, see international sales as simply different and no more demanding than selling in the home market. International sales success depends on multiple factors. However, two elements can largely influence the progress of internationalization. These are the attitude and approach of the MedTech company and the personal qualities and skills of the international sales managers. Unfortunately, not every salesperson is suited to accomplish a complex task such as the management of several foreign markets. Hence, I think to properly execute the multifaced role…
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15Jul 2023 by cesare ferrari
OOO-Summer Break 

OOO-Summer Break 

Other
It’s time for my yearly summer break and the right time to enjoy the summer vacations with my family. How about you – are you planning one too? For a while my regular schedule (every two weeks) will be taking a little bit of hiatus. As usual, in my last post before the summer break, I would like to share a few posts in case you missed them. Customer complaints Customer complaints is a hot topic in the medical device business for marketers, quality and regulatory people. I’m convinced that customer complaints are not a good indicator of customer satisfaction and I have discussed why in this post. Product flops Product flops are an incredibly good source of learning for product managers. In this post I analyzed 2 flops, their…
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30Jun 2023 by cesare ferrari
Are Business plans useless or useful?

Are Business plans useless or useful?

Downstream marketing, Sales
In the MedTech community, there are 2 common positions regarding business plans and business cases. Some people consider business plan and business case the “compass” of the business, the new venture, or the new project. They rely on it, and they use it to evaluate business opportunities, new projects, and new ventures. Others are more skeptical regarding business plans considering them less useful and some extremists consider them totally useless. So what then is true? Let’s start with a proper definition of what a business plan and business case are. Definition of business plan and business case According to Friend and Zehle in their book Guide to Business Planning, “A business plan describes the business’s vision and objectives as well as the strategy and tactics that will be employed to…
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