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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28Jun 2022 by cesare ferrari
The Customer Is NOT Always Right!

The Customer Is NOT Always Right!

Other, Sales
"The customer is NOT always right;" does that surprise you?  The "customer is king" and "the customer is always right" are two well known sentences that are frequently used in the business community and not only. Although I have maximum respect for customers and advocate for customer centricity, customer focus, etc., I do not believe that the customer is always right and should always be treated like a king.  Many think that the customer is, or should be the king and that the customer is always right in the business relationship. Some people in the medical device business consider surgeons as GOD, not just the KING. In the next paragraphs, I'll explain where these ideas come from and how they influence our business relationships.  Furthermore, I'll touch on the risks…
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07May 2022 by cesare ferrari
Why Customer Centricity Is More Than Having A CRM And Using Few Customer Centric Metrics

Why Customer Centricity Is More Than Having A CRM And Using Few Customer Centric Metrics

Other, Sales
After publishing a couple of articles on what is customer centricity and how to increase customer centricity, I’ve been discussing the topic with some good friends and these conversations inspired me to write again on this subject. The subject of today's post is the difference between being a truly customer centric organization following the principles, the values of customer centricity. And using some tools like CRM (customer relationship management), to develop customer metrics and do some common practices. Is Customer Centricity Related To A CRM System? If you type in the words “customer centricity”, “customer-centric” or similar keywords in the Google search engine you will get a list of results predominantly related to CRM software systems.  CRM is the software that manages data resulting from the interaction of the company…
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05Nov 2021 by cesare ferrari
Key Factors To Consider In Business Development For MedTech Companies

Key Factors To Consider In Business Development For MedTech Companies

Other, Sales
Business development for Medtech companies as for other businesses is the creation of long-term value for an organization from customers, markets, and relationships. In defining it, two key points are of utmost importance, which are long-term and value. Furthermore, business development for Medtech is a long-term activity, which means that a new business does not necessarily have to produce value in the short term but of necessity, it should produce value in the long term. In case you're wondering, "What does long term mean in this context?” Well, that is another story(which I'll still address), but it is not the focal point of this discussion. That said, it's worth noting that to leverage business development, your company must give adequate attention to creating value for all the stakeholders (i.e. company,…
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05Jan 2021 by cesare ferrari
Why A Blog On Medical Device Sales and Marketing?

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…
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