Medtech commercial effectiveness

Engage the right stakeholders and increase brand uptake, guided by the industry’s most accurate data and trusted medtech experts

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Medtech commercial effectiveness

Healthcare consolidation and the rise of non-clinical stakeholder influence is limiting physician autonomy and transforming brand purchasing dynamics.

As such, medtech commercial strategy teams are evolving which stakeholders to focus on and how to best engage them. Companies need a more comprehensive account targeting approach, going beyond just procedural volumes to also include affiliations, true patient reach, influence mapping, referral patterns, and more. They must go further than communicating on just product features, and incorporate data-driven value messages highlighting economic and patient outcomes, tailored to a complex mix of stakeholders across multiple communication channels.

Our data and experts make this medtech commercial process easier for you, so you can focus on building better relationships with your stakeholders:

  • Acquire and manage the right data for comprehensive targeting
  • Prioritize and profile the best-fit accounts and stakeholder mix
  • Prepare field reps with accurate account intel and powerful communications
  • Engage the right stakeholders with the right message at the right time and place

How we help

Account segmentation and targeting

Set up medtech commercial strategy teams for success with the accounts and stakeholders influencing brand uptake

  • Our advanced methodology identifies and profiles the right mix of accounts and stakeholders in an increasingly complex purchasing landscape
  • Leverages diverse data sets to build on traditional volume-based analyses with true patient reach, influence mapping, affiliations, referral patterns, reimbursement trends, and more
  • Segmentation analysis identifies customer needs, beliefs, behaviors, and value drivers to build personas and inform engagement strategies
  • Our vast hospital data set ensures you have a fresh, comprehensive view of the market:
    • United States: 6,800 hospitals, 2+ million providers, complete hospital claims and ASC data coverage directly from CMS
    • Europe: 12,000 hospitals, 22 countries covered, facility-level data
  • Visibility into 300+ million patients (over 3 years), with the ability to link multiple aspects of the patient care experience

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Account penetration tracking

Allocate resources towards accounts based on their opportunity potential

  • Integration of your internal data with our landscape analysis to determine account-specific approach:
    • Expand
    • Monitor and maintain
    • Growth
    • Low priority
  • Recommendations on account resourcing and engagement strategy

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KOL identification and profiling

Find the influential KOLs that your peers may be missing

  • Multi-pronged approach to identification:
    • Integrated network influence, digital and social influence, and peer-to-peer status
  • Rankings and profiles for top performing KOLs, including by use case (national, rising star, regional, digital)
  • Recommendations that consider KOL type, rank, alignment to client priorities, and affiliations

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Tableau and Salesforce custom integration

Ensure your sales teams use targeting intel with solutions that fit into their workflow

  • Targeting data and concise and actionable insights incorporated into your CRM platform
  • Our flexible, custom approach ensures that data aligns to your view of the market and your organizational set up

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Sales enablement

Win key accounts with effective communication and negotiation

  • Evidence generation strategy and value proposition development
  • Creation of messaging, content, and tools for account engagement
  • Framework to identify optimal messaging for specific clinical and non-clinical stakeholders
  • Learning team prepares sales reps with the right strategies and skillsets to engage successfully

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Multichannel marketing

Enhance customer experience and increase engagement with innovative marketing approaches

  • Provider and patient online and offline channel and content preferences for information, educational and service needs
  • Digital competitive landscape and digital maturity index to benchmark against peers and uncover market white space
  • Content strategy and execution planning
  • KPI planning, benchmarking, and marketing effectiveness

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Solutions for medical device commercial effectiveness



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