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Medical Devices Customer Relationship Strategies in Medical Device Industry
Customer Relationship Strategies in Medical Device Industry
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Full Title: Customer Relationship Strategies in Medical Device Industry - Role of CRM and Knowledge Management
Executive Summary
The healthcare finance crisis globally has important ramifications for medical technology companies. In each member state of the European Union, health services are beginning to commission studies to explore the cost effectiveness of healthcare products. This means that the manufacturer needs to demonstrate a productïs safety and clinical efficacy through health technology assessments (HTA) and demonstrate a productïs costeffectiveness within this process. Similarly, product selection - previously the responsibility of clinicians - is becoming the responsibility of administrative personnel who manage hospital purchasing agreements, and who tend to ignore features and benefits in favour of securing lower prices or meeting practice guidelines and protocols. As a result, manufacturers are expected to broaden their marketing style from an emphasis on the clinical features and benefits of products to the fulfillment of the organisational needs of national healthcare delivery systems. Finally, as private expenditures increasingly make up the difference between the need for high-technology products and reductions in healthcare spending, manufacturers will need to market affordable products to both the public and private sectors.
