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Selling medical devices that are evolutionary not revolutionary

Medical device innovation is slowing down – so product categories are becoming more and more crowded often filled with many “look alike”products. At the same time physicians are more willing to accept a medical device offered at the lowest price as long as it meets quality standards. Historically, a medical device sales team primarily focused their efforts on selling the clinical benefits of a product to physicians. Tomorrow that is unlikely to carry the day. They will also need to sell the economic benefits to both the physician and to non-physicians who are strictly concerned about the cost-benefit considerations. Continue reading

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