Post-COVID, is it time for medtech to stop relying on a single sales channel? (ZS Insights)
Sales and marketing have changed a lot over the last 10 years. Most industries, from the technologically advanced to the most basic, have introduced a variety of sales and marketing channels, from telesales and emails to ads, videos and social. Even in healthcare – one of the most constrained and conservative industries – pharma manufacturers, providers of all sizes and insurers have been gradually introducing and perfecting the art and science of multi-channel sales and marketing for many years. Many are so sophisticated and comprehensive by now, they call it “omni-channel engagement.”
And yet most of the medtech industry has barely started this journey. It has had a single, rep-based go- to-market strategy for so long, and there was no urgency to try something else. And then COVID-19 hit, and the whole sales relationship was pulled from under medtech’s feet. Not only have hospitals restricted physical access, but customers, from doctors to hospital administrators, have realized that digital means of getting information are much more effective. Additionally, the whole premise of the rep-...
