Abstract
This report provides qualitative information and quantitative benchmarks for
three critical areas that concern all medical technology organizations:
1. Investments, timelines and processes for medical device development
2. Marketing organization structures and benchmarks
3. Management of field-based issues concerns for devices, including promotion,
customer support and reporting
Background
This report provides business intelligence to medical device and other medical
technology companies.
The medical device industry has established itself as a powerful stakeholder
in the world of healthcare. Most medical device companies are relatively
small, and they tend to focus on highly specialized products whose lifetime
revenues may reach, at best, the low hundreds of millions of dollars. The
worldwide market for medical technology, however, is quite large: yearly sales
are estimated at close to $200 billion, and the collective device and
diagnostic sector is slated to grow at an annual pace of roughly 10% in the
near future.
Despite this growth and the increasing importance of devices in the healthcare
universe, the depth of business intelligence available to device and
diagnostic companies is relatively limited. Unlike higher-profile,
healthcare-related brethren in the pharmaceutical and biotechnology sectors,
medical device companies suffer from a lack of incisive analysis and raw data
to support their business decisions.
By addressing critical topics such as development, marketing and postmarket
management, this report addresses the need for business intelligence and sound
benchmarking in the device sector.
Charts and Graphics
EXECUTIVE SUMMARY
- Figure E.1: Timeline: Approval, Manufacturing and Initial Marketing Launch
- Figure E.2: Marketing Investment from Development through Commercial
Distribution
MEDICAL DEVICE DEVELOPMENT
Company Structures
- Figure 1.1: Conceptual View of Product-Support Structures
- Figure 1.2: Device Staffing: Total Headcount
- Figure 1.3: Device Staffing: Commercial Group Headcount
- Figure 1.4: Device Staffing: R&D Headcount
- Figure 1.5: Device Staffing: Manufacturing Headcount
Concept Development and Exploration
- Figure 1.6: Timeline: Early Development through Clinical Studies
Product Development and Project Management
- Figure 1.7: Allocation of Marketing Investment from Development through
Commercial Use
- Figure 1.8: Introducing the Marketing Team
MEDICAL DEVICE MARKETING
Building the Marketing Campaign
- Figure 2.1: Timeline: Approval, Manufacturing and Initial Marketing Launch
- Figure 2.2: Marketing Investment from Development through Commercial
Distribution
- Figure 2.3: Average Staffing: Device Approval, Manufacturing and First
Year on Market
- Figure 2.4: Allocation of Marketing Investment from Development through
Commercial Use
- Figure 2.5: DTC Advertising: Prominence and Spending
Optimizing Device Brand Potential
- Figure 2.6: Budget and Staff Support for Reimbursement Teams
DEVICE PROMOTION AND POSTMARKET MANAGEMENT
Sales Organization Structures, Sales Support Budgets and Sales Force
Staffing
- Figure 3.1: Company C' s Sales Organization
- Figure 3.2: Company E' s Sales Organization
- Figure 3.3: Company H' s Sales Organization - Large Division
- Figure 3.4: Company H' s Sales Organization - Small Division
- Figure 3.5: Annual Sales Support Budget (Excluding Salaries)
- Figure 3.6: Sales Force Staffing Support for Single Device
- Figure 3.7: Rankings of Promotional Channels by Relative Effectiveness
Field-Based Promotional Tactics
- Figure 3.8: Two-Pronged Sales Teams
Sales Code of Ethics
- Figure 3.9: Percentage of Surveyed Devices Requiring Training
Device Training
- Figure 3.10: Device Training Group Headcount
- Figure 3.11: Device Training Cost
- Figure 3.12: Device Training Duration
- Figure 3.13: Annual Technical Support Budget for One Device Brand/Line
Post Market Technical Support
- Figure 3.14: Percentage of Annual Sales Dedicated to Postmarket Device
Monitoring
