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.

http://www.nytimes.com/2010/03/26/health/policy/26docs.html

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?

Here’s the link to this new white paper: “How to increase demand for medical devices in today’s changing and challenging market”

I’d certainly appreciate your comments on this topic.  Feel free to share with those you believe may benefit from this information.

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.

(more…)