Overview

Companies

Metrics

Content

Purchase

EXECUTIVE SUMMARY
Figure E.1: Timeline: Approval, Manufacturing and Initial Marketing Launch..............16
Figure E.2: Marketing Investment from Development through Commercial Distribution..............17
 

MEDICAL DEVICE DEVELOPMENT
Company Structures
Figure 1.1: Conceptual View of Product-Support Structures..............24
Figure 1.2: Device Staffing: Total Headcount..............26
Figure 1.3: Device Staffing: Commercial Group Headcount..............26
Figure 1.4: Device Staffing: R&D Headcount..............28
Figure 1.5: Device Staffing: Manufacturing Headcount..............28

Concept Development and Exploration
Figure 1.6: Timeline: Early Development through Clinical Studies..............34

Product Development and Project Management
Figure 1.7: Allocation of Marketing Investment from Development through
Commercial Use..............39
Figure 1.8: Introducing the Marketing Team..............39
 

MEDICAL DEVICE MARKETING
Building the Marketing Campaign
Figure 2.1: Timeline: Approval, Manufacturing and Initial Marketing Launch..............47
Figure 2.2: Marketing Investment from Development through Commercial Distribution..............48
Figure 2.3: Average Staffing: Device Approval, Manufacturing and First Year on Market..............49
Figure 2.4: Allocation of Marketing Investment from Development through
Commercial Use..............50
Figure 2.5: DTC Advertising: Prominence and Spending..............61

Optimizing Device Brand Potential
Figure 2.6: Budget and Staff Support for Reimbursement Teams..............66
 

DEVICE PROMOTION AND POSTMARKET MANAGEMENT
Sales Organization Structures, Sales Support Budgets and Sales Force Staffing
Figure 3.1: Company C’s Sales Organization..............76
Figure 3.2: Company E’s Sales Organization..............77
Figure 3.3: Company H’s Sales Organization – Large Division..............78
Figure 3.4: Company H’s Sales Organization – Small Division..............79
Figure 3.5: Annual Sales Support Budget (Excluding Salaries)..............80
Figure 3.6: Sales Force Staffing Support for Single Device..............81
Figure 3.7: Rankings of Promotional Channels by Relative Effectiveness..............83

Field-Based Promotional Tactics
Figure 3.8: Two-Pronged Sales Teams..............86

Sales Code of Ethics
Figure 3.9: Percentage of Surveyed Devices Requiring Training..............103

Device Training
Figure 3.10: Device Training Group Headcount..............104
Figure 3.11: Device Training Cost..............105
Figure 3.12: Device Training Duration..............106
Figure 3.13: Annual Technical Support Budget for One Device Brand/Line..............108

Post Market Technical Support
Figure 3.14: Percentage of Annual Sales Dedicated to Postmarket Device Monitoring..............110