Feb 09, 2016

Published in: Insider, Trends

These Medical Device United States

For those of us in the med device industry, we know that there are geographic pockets that seem to incubate new device technology. The fact that California is the top of the list comes as no surprise. We've been jetting out to Orange County and San Francisco to meet with clients for years. But the fact that more and more innovation is coming from the mid West and some of the Southern states - North Carolina and Georgia - is both intriguing and refreshing.

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Feb 03, 2016

Published in: Marketing, Medical Device Marketing, Insider

A Business Plan Number Does Not a Marketing Plan Make

Companies often spend weeks if not months working out their business plans for the coming year. The presentations get written, presented to ‘The Board”, get reviewed, critiqued and then re-written. The focus of the critique and the re-write is often in relation to the BP Number – how much money the brand, the team, the company is going to make.

Invariably after some back and forth, some rethinking, and re-crunching, budgets get cut, and sales / share goals get ‘stretched’.  Brand teams are left with a bigger number to hit and less money to get there.

If this sounds familiar – you’re not alone!

The last thing you want to do in this case is write another full-blown plan.

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