Downstream marketing Archives

31Oct 2026 by cesare ferrari No Comments

Understanding The Role of Customer Lifetime Value in Medical Sales

There are many different metrics you can use to measure your commercial performance. Thanks to SaaS (Software as a Service) companies, which host applications in the cloud and make them accessible to end-users through subscription-based pricing models, customer lifetime value (CLV) has become very popular within the marketing community. The question I will try to answer is: Is customer lifetime value relevant in MedTech sales? For this exercise, you should consider a healthcare provider, such as a hospital, as the customer. What Is Customer Lifetime Value? Customer lifetime value is the total revenue a company can expect to generate from a single customer throughout its business relationship with that customer. For medical equipment, revenue generators include: Products (disposables and capital equipment) Services (after-sales service, maintenance, extended warranties, repairs, etc.) Customer…

09Jan 2026 by cesare ferrari

Do Not Miss This Point When Building a Customer Journey Map

Downstream marketing, Upstream marketing

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 colleague. During our conversation, I realized he was missing a major point. I may not have been clear enough about the relationship between customer needs and customer journey maps, so I decided to revisit the topic. Recap: What Is a Customer Journey Map? A customer journey map outlines the stages of the customer journey and the actions customers take at each step. It identifies the touchpoints where customers interact with the company and brand, and it captures the emotions and sentiments experienced at each stage. The goal is to uncover areas for improvement and enhance the overall customer experience. …

06Dec 2025 by cesare ferrari

A Step-by-Step Guide to Creating Customer Journey Maps in Healthcare

Downstream marketing, Upstream marketing

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 are the four major steps to building a customer journey map: Define your customer and user personas Perform user research Create an empathy map Build your customer journey map Let’s examine each stage in detail. 1. Define Your Customer and User Personas The first step is to identify the customers and user personas you’ll be mapping. Personas are fictional profiles that represent key audience segments and serve as reference points. This helps tailor and focus your journey map on the correct target. You should create user segments based on existing customer data or previous research. Defining your customer segments or…

25Oct 2025 by cesare ferrari

Stop Sending Mixed Signals: Define Your Company Positioning Statement

Downstream marketing

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…

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:…

22Apr 2025 by cesare ferrari

Beyond the Product Life Cycle: Limitations & Insights

Downstream marketing

After publishing a post about the product life cycle, I recently discussed the topic with an ex-colleague. His perspective was clear: he views the product life cycle as too theoretical, describing it as more of an academic framework than a practical tool for day-to-day business. This prompted me to revisit the concept, carefully examining its limitations and reflecting on its practical relevance. Limitations of the Product Life Cycle Theory The product life cycle (PLC) is far from a flawless model. While it offers a general framework to explain the patterns of product sales development, only a subset of products adhere to its structured stages. Additionally, the duration of each stage varies significantly. Here are the most evident limitations specific to medical products: 1. Sales Data Dependency The PLC relies solely…

05Apr 2025 by cesare ferrari

Building a Winning Brand Strategy for Medical Device Start-ups

Downstream marketing

Almost two years ago, I shared my thoughts on the importance of a brand strategy in the medical business. That article was very well-received and, even today, continues to spark conversations with professionals working in the pharma and medical device sectors. Today, I want to revisit the topic of medical branding by sharing some essential rules for building a brand strategy. The goal is to outline the baseline requirements for brand-building in the MedTech industry. The list below is applicable to all medical device companies. However, it specifically targets startups looking to establish a strong brand and define a clear and defensible strategy. This list is based on my observations of what works in other markets and how these principles can be applied to the unique challenges of the medical…

Category: Downstream marketing