The medical technology market remains robust with continued growth- with the resurgence of pandemic deferred procedures, as well as continued demand for some pandemic-related products. Many market leaders are reassessing their go-to-market and sales strategies. Major drivers include corporate consolidation, evolving delivery models, and new end customers who expect increased service and engagement. The industry continues its move from a product-centric model to an increasingly customer-centric one.
In the post-Covid environment, leading companies are moving from a multichannel model to an omnichannel one. An omnichannel approach allows customers to interact seamlessly and with personalization across multiple digital and non-digital channels. This connection with customers before, during, and after a medical device product launch is critical to ensuring its success.