In a recent white paper I co-authored with Tom Scearce (@TLOTL) on Lead Generation, see blog posting below dated March 16, 2010, we highlighted the trend that many Primary Care (PC) organizations (think small private practices) are selling their practices to Acute Care (AC) organizations (think hospitals and health systems) due to many factors. The New York Times article below captures the reasons quite nicely.
But it’s got me thinking more about the importance this shift will have on Medical Marketers plans for the not-too-distant future. If the purchasing decision maker is now part of the corporate office instead of the practice office then your message needs to target the right audience with the kind of information they are seeking.
I’m not saying that the physician is removed from the purchasing equation, but I am saying that the purchasing agent is added to this equation. Where formerly in the ‘old’ PC model there was usually the physician, maybe the nurse and potentially the office manager as the decision maker(s) for a new product purchase, with the transition to AC owned practices expect added focus on workflow efficiency gains, product volume discounts, etc.
So keep that in mind when you’re reviewing your launch plans for that next medical device product. Don’t assume the world is the same as it was as recently as 2005 because it isn’t.
Tom Scearce, aka The Lord of the Leads, is a respected colleague & expert on all things involving Lead Generation. He runs his own consultancy business focused exclusively on this important area of business development. After working together recently on an engagement in the medical device segment, we decided to collaborate on a white paper to share some fresh ideas with Medical Device Marketers. Because it’s all about making your life easier, right?
Last week I was invited to the Jesse Jones Graduate School of Management at Rice University as a guest lecturer for a group of MBA students. Professor Siddharth Singh asked me to share from my experience of almost 20 years, about launching new products in a variety of industries around the world.
So here’s the list I came up with after thinking about the best & worst new product launches I’ve been involved in and what I’ve learned from them.
1) Ask yourself: How is marketing viewed within the organization? As a function, like HR or Facilities Management or as a business leader and decision maker.
2) No navel gazing. Always look for new information & opinions outside your organization/team/corporation.
My husband usually groans when he hears me make the following comment, “Guess what, it has high fructose corn syrup (HFCS) in it.”I’ve been on this food-aware kick for about 2 years now where I read all food labels before deciding whether to purchase an item.And I kept telling my husband that, like trans-fats, HFCS was on my list of foods to avoid.
At first he didn’t understand why I was so happy.But then I explained my thinking for the reason behind this commercial, funded by the Corn Refiners Association.If there wasn’t a growing negative backlash against HFCS there would be no need for them to advertise.It’s because so many people are talking about HFCS and actively avoiding consuming it that they have had to resort to these tactics.Now I’m not saying that these ads won’t be effective to convince some people that HFCS is fine.But for others, who are more skeptical, this will convince them exactly the opposite.Think big tobacco.
My friend works as a sales rep for a division of Johnson & Johnson selling medical devices. He and I talked about the recent US Senate Panel hearings over possible new FDA regulations for medical device companies advertising directly to consumers.
These regulations would most likely be similar to what is currently required in the pharmaceutical industry.
My guess is that it’s only a matter of time before the medical device industry is required to follow FDA regulations when it comes to DTC ads. Read the rest of this entry »
Kathleen Malaspina, President of Malaspina Healthcare, Inc. founded the firm in 2007 combining her passion for marketing and a keen interest in medical devices and medical technology marketing.
Last week I was invited to the Jesse Jones Graduate School of Management at Rice University as a guest lecturer for a group of MBA students. Professor Siddharth Singh asked me to share from my experience of almost 20 years, about launching new products in a variety of industries around the world.
My husband usually groans when he hears me make the following comment, “Guess what, it has high fructose corn syrup (HFCS) in it.”
My friend works as a sales rep for a division of Johnson & Johnson selling medical devices. He and I talked about the recent 
Kathleen Malaspina, President of