Working with a team of top surgeons, you’ve developed an industry-leading medical device. But sales have stalled. Surgeons love the product but can’t get it through their value analysis committees. Economic buyers, who have increasing control over the approval process, say they already have a similar product, and unless you are willing to drop your price significantly, they aren’t interested.
Selling medical devices and defending price has become a lot more complicated. To build a winning position, you have to start with a comprehensive framework for customer value.