Blog

08May 2021 by cesare ferrari

Voice Of The Customer Fundamentals – For Medical Device Marketing

In developing medical devices, there is an aspect to it that is overlooked, sometimes. And that is probably because in producing medical devices, some marketers and developers have never really understood its significance and benefits. Well, in today's quick guide, I would shed more light on the fundamentals of VOC in Medical Device Marketing, and as you read on, you'll find every detail useful. What is VOC? In simple terms, the Voice of the Customer (VOC) is a process that captures customers’ needs and requirements. In my experience in Med-tech, I've seen a lot of people use the word VOC for any customer interactions, in relation to the entire process of product development. Sometimes VOC is used after the product’s launch, and there, the term is used as a synonym of market research, market analysis, customer satisfaction assessment, and customer…

24Apr 2021 by cesare ferrari

A Practical Guide on Writing High-quality User Requirements For Successful Medical Devices Development

Upstream marketing

In the previous post, I examined the crucial subject of user requirements, and I went ahead to define what it was and gave an analysis to support the claims. I figured out that I had done enough justice to the topic, as you might have found out already. However, after publishing the post, I had an interesting discussion with a friend. And I have decided to revisit the subject to provide some, hopefully useful, information regarding writing quality user requirements. Why User Requirements Are Important? As a quick recap: User requirements are a critical part of the medical device creation process and are essential for a solid foundation in product development. And if poorly written or overlooked, user requirements will lead to an unsuccessful product. What Should A Well Written…

11Apr 2021 by cesare ferrari

How To Define User Requirements That Make Successful Products

Upstream marketing

Having a successful product is a growth requirement for any company and to achieve this, it revolves around the product manager, the development team, as well as the final “consumers”. In the process of medical device development, the definition of proper requirements is critical to develop a product which brings value to the customer. The role of the product manager is to constantly unveil the customers' perspective to the company and he/she must be obsessed with user requirements. What Are User Requirements? User requirements have to do with the functionalities, characteristics, attributes, and capabilities of your product. And user needs, product requirements, design requirements, customer requirements, are all synonyms of user requirements. With that being said, the basic user requirements of a medical device, consist of: What your product doHow…

29Mar 2021 by cesare ferrari

9 Disadvantages Of Selling Through Distributors

Sales

As already discussed in my previous post, distributors are an essential part of the medical device business and there are lots of advantages of selling through them, especially for companies looking to enter new markets. Hence, in moving on, I will focus on the other side of the coin: the disadvantages. What Are The Disadvantages Of An Indirect Sales Force? The Indirect Sales model remains one of the most patronized forces in medical business but have you ever pondered on its likely disadvantages? Well, let's find out what they are: Quality and price policy: It is not always easy to find a partner who shares the same policy for quality and price. A typical example is a distributor with complementary products that are not in the same price segment as…

13Mar 2021 by cesare ferrari

7 Key Advantages Of Selling Through Distributors

Sales

Indirect sales force is used by most medical device companies for the reasons already discussed in my previous post. Unfortunately, third parties and partners are often considered the ugly version of a direct sales force; however, a good partnership is a key factor of success for a company that is in search of geographical expansion. What Is A Good Distributor? A good distributor is not a commodity; on the contrary, it is an asset on which the profitability of the company is built. What Are The Advantages Of An Indirect Sales Force When Entering A Market? The indirect sales force has its own share of advantages, especially to medical device companies and it is the most used model. Highlighted below are some of its benefits: Selling cost under control: In…

01Mar 2021 by cesare ferrari

Some key factors helping companies in deciding the sales model

Sales

Introduction: What is the optimal sales model, and what factors should you prioritize when deciding on an efficient and effective sales approach? In my previous post, I discussed an easy guide to being an effective sales manager or marketer, by understanding the sales force model. Here, we'll take several steps further and learn about the sales models; that is, fundamental for any medical device company entering a new market. No doubt; selecting and identifying the right sales model is not always easy; hence, in this post, I would like to suggest some factors to evaluate when deciding between the 2 main approaches; direct or indirect. 1. Financial Factors How critical is the financial risk for the company? How important is the need to control the cost of sales? Implementing a…

12Feb 2021 by cesare ferrari

What Every Marketer Should Know about the Sales Force

Sales

Where It All Began: I started my career; in sales. And I think that when you have been a salesperson, you will always be a salesperson as that has been my experience. If you work as a marketer or are considering the role, then having a background in sales will help you understand the customer and the challenges of the sales force better. It is also necessary to understand the various sales models in successful marketing, as; it can help you yield far more sales conversion. That said, here is an easy guide to what you should know about the various salesforce models: The Profit Driving Force Of The Company When discussing direct, indirect, and hybrid sales models, I like to use the term “salesforce,” instead of “channel” in describing…

30Jan 2021 by cesare ferrari

If You Want To Build A Customer-Centric Innovation In The Medtech Industry, Then You Must Listen To The Customer

Upstream marketing

Since you have been following my previous posts, I bet you are eager to know the role of customers in product development, as I am to share with you. So, let’s get started! Most companies, including start-ups, and SMEs, are quick at promoting a customer-oriented product or service, making Customers feel that they have them in mind. But in reality, how many companies investigate extensively to find out the needs of their customers or potential customers? The margin can sometimes be very minimal, that is because some companies have unconsciously cultivated the culture of speaking instead of listening to their clients. It's the same thing in the product development process of medical devices, and it sometimes seems as though Customers are not properly-consulted during this process, and they are left…

18Jan 2021 by cesare ferrari

If You Want To Build a Customer-Centric Innovation In the Medtech Industry, You Don’t Have To Always Listen To The Customer

Upstream marketing

Does that sound strange to you? Customers are the soul of any business organization. Without them, most businesses and corporate organizations will go bankrupt, and that is a fact. As a result, companies, including the MedTech industry, invest lots of resources into customer relations and satisfaction, as it is the cornerstone for any successful business. In truth, products and services revolve a lot around customers and their needs. However, there is a twist to the rule when it concerns the Medtech industry, and in case you are wondering where this is all heading, just follow closely. Let's Begin Here: Do you realize that listening to your customers every time will not help you build a customer-centric innovation in Medtech? I know it sounds counter-intuitive and contradictory. You may want to…

05Jan 2021 by cesare ferrari

Why A Blog On Medical Device Sales and Marketing?

Other

I have decided to start a blog on medical device sales and marketing as an avenue to share some lessons that the medical market has taught me within several years of experience in my career... And because learning never ends, you can always expect more enriching and enlightening content from me. My entire career has seen me working with physicians, taking on a role as a sales medical representative for a big pharmaceutical company. After which, I now specialize in medical devices. One of the most impactful experiences I continue to enjoy in the medical line is the privilege availed me to meet, interact, and work with lots of doctors in different specialties and from various countries. I have learned so much since I decided on the medical career, and…