08.30 – 09.00Registration and breakfast
09.00 – 09.10Welcome by Medicoindustrien
09.10 – 10.10Introduction to MedTech Marketing
- What is MedTech Marketing - conceptual clarification
- Trends and challenges in the industry
- What are the gains of working with MedTech Marketing?
- MedTech from cradle to grave – what are the commercial and regulatory requirements and elements per stage in the life cycle
10.10 – 10.30Coffee break
10.30 – 12.00TheMedTech Marketing Model - a 7 step model
TheMedTech Marketing model offers a structured process. It is like a 360° commercial MedTech gap analysis that not only identifies potential gaps, but also helps and supports the identification of specific activities and provides an overview of all the complex, commercial elements in the MedTech market.
The process ensures that you go through all the parts in the right order, which reduces the risk of forgetting important elements and means that no extra work is needed. You end up identifying the unique position – that sweet spot for optimal earnings and revenue.
The model is an iterative model built around seven phases that are closely tied together.
- Step 1 –Idea
What is the innovation? Is it market- or technology-driven? What need does it cover and what value does the idea bring to the market? Who are the main competitors?
- Step 2 – Business
This includes the business model, the business case and market information.
- Step 3 – The User
Who are the users/customers? Who decides what to buy? Who should be involved? Will they buy –and can they buy?
- Step 4 – Positioning & Value proposition
This relates to the positioning in the market and involves features and benefits, key messaging and the value proposition along competitive positioning.
Short break
- Step 5 – Legislation
This phase includes elements such as intended use, claims, regulation, classification and registration as well as reimbursement, as part of the regulatory approval for market access.
- Step 6 – Documentation
What documentation and evidence is needed to support regulatory as well as market approval for best possible success?
- Step 7– Communication
What, where and how do you communicate to customers, influencers and decision-makers with the evidence created being both clinical, health economics etc.?
12.00 – 13.00Lunch
13.00 – 14.30Working with the model
- How to create a concrete activity plan based on the models 7 steps
14.30 – 14.50Coffee break
14.50–15.50Organisation and implementation
MedTech Marketing is a cross-functional discipline that involves clinical, regulatory, QA, R&D, sales and marketing working closely together in a MedTech community.
What to do when I come back to work?
15:50 – 16.00 End and conclusions