21Mar 2026 by cesare ferrari
My top 6 learnings from mentoring MedTech start-ups

My top 6 learnings from mentoring MedTech start-ups

Other
Thanks to an old colleague, a few years ago, I started judging and mentoring MedTech start-ups for a well-known Swiss accelerator program. This experience has been incredibly enriching, providing me access to an interesting ecosystem and allowing me to meet young founders and their entrepreneurial ideas. Over the past few years, I've mentored several early-stage startups in the MedTech field. Some were at the idea stage, while others were more advanced. Here are the top six lessons I've learned through my experience as a mentor, combined with my sales and marketing professional know-how. 1. Getting Out of the Building Steve Blank, author, entrepreneur, and educator, coined the term "get out of the building," which means getting to know your customers in their environment. Blank says, "there are no facts inside…
Read More
24Dec 2025 by cesare ferrari
MedTech Pricing Wrapped for the Holidays

MedTech Pricing Wrapped for the Holidays

Other
As we head into the holiday season and wrap up another year in medical marketing and sales, it’s a great moment to pause and reflect.   Pricing remains one of the most powerful and underestimated levers for sustainable growth. Over the past months, I’ve shared several perspectives on how companies can navigate this complex topic.  For anyone who missed them or wants a refresher, here are the key pieces:  Navigating the Pricing Labyrinth: Pricing Strategies for Success in MedTech   Key Factors to Consider for Successful Medical Device Pricing   Cost vs. Competitive Pricing: What’s Best for Medical Device Companies  Maximizing Profit: The Art of Skimming and Penetration Pricing  Maximizing Profits with Value-Based Pricing in the Medical Devices Sector  Wishing you all a peaceful holiday season and a successful start to the new year. 
Read More
13Jul 2025 by cesare ferrari
Hello, dear readers — Summer is calling!

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…
Read More
20Dec 2024 by cesare ferrari
Holiday Recap: Top Medical Sales and Marketing Insights of 2024

Holiday Recap: Top Medical Sales and Marketing Insights of 2024

Other
As we approach the festive season, it's a perfect time to reflect on some of the most popular and impactful medical sales or marketing posts of 2024. My Top Medical Sales and Marketing Insights of 2024 have shaped strategies, driven changes, and inspired discussions with my readers.   Let’s revisit these key highlights:  1. Common Misconceptions About Medical Sales Debunking myths and misconceptions about medical sales was a hot topic this year. My post on this subject clarified common misunderstandings and provided a more balanced picture of medical reps.  2. The Characteristics of Modern Medical Sales Understanding the traits that define today's medical sales professionals is crucial for sales success. This post highlighted the essential characteristics and skills needed to thrive in the evolving landscape.  3. Mastering Account Targeting in Medical Sales: A…
Read More
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…
Read More
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…
Read More
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…
Read More
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,…
Read More
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…
Read More