Medical Device Summit
Med Tech Market Access
Understanding and Demonstrating Value to the Changing Healthcare Customer
Product innovation and clinical performance are no longer sufficient for the successful marketing and adoption of medical technologies. In the emerging healthcare environment, companies must demonstrate both clinical and economic benefits, viewed in the context of a long-term continuum of care. Payers and providers consider technologies not in isolation, but as components of a comprehensive treatment episode. The meanings of “quality” and “value” are changing. Cost and comparative outcome data available through databases and analytic tools are revolutionizing the way that purchasing and utilization decisions are made. Companies increasingly must sell solutions rather than products. The very definition of one’s “customers” is undergoing a fundamental transformation: knowing whom the stakeholders are, what drives them, and how best to work with them, can make the difference between a product’s success or failure.