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Strong clinical evidence is only part of the value story
Clinical performance is only part of the MedTech value story. Explore how different stakeholders define value, what shapes purchasing decisions, and why understanding those priorities matters when building the right evidence.
The shift from sale to service: How customer insight changed the commercial model
Discover how customer research helped a global medical device manufacturer explore the shift from traditional product sales to a managed service model, revealing what customers value in long-term partnerships and helping to inform the client’s commercial strategy and value proposition.
The End of Buying the Box
As MedTech commercial models evolve beyond traditional equipment sales, customers are increasingly evaluating long-term partnerships rather than standalone products. This article explores how subscriptions, managed services and outcome-focused agreements are reshaping buying decisions and what suppliers must do to deliver value throughout the customer relationship.