Report on marketing and promotion of medical devices

4 August 2006

Research Triangle Park, N.C., USA. Medical device manufacturers face a growing demand from patients, doctors and shareholders for faster product development, ever-higher quality guarantees and more competitive marketing practices.

Yet the medical device industry has long relied on its steady, reliable persona to contrast with the rough-and-tumble world of its sister drug industry. How should companies respond now that the same competitive pressures are erupting around medical devices?

A new report from Cutting Edge Information seeks to answer that question. "Medical Device Product Management: Benchmarking Development, Marketing and Promotion" compiles information gathered over the last six months about how top companies are meeting the challenge of maximizing the sales bang they get for each marketing buck.

"The medical device market has matured over the last decade so companies now face many of the same high-competition forces that other global industries face," said Adam Bianchi, partner at Cutting Edge Information. "As the business interests of medical devices, pharmaceuticals, biotechnology, hospitals, and third-party payers continue to blur, we will see more pressure to rapidly innovate, educate the marketplace and increase profitability on each product."

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