Medical Device Product Management: Benchmarking Development, Marketing (PH80)

Benchmarking Development, Marketing and Promotion
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Published 2009
176 Pages
400+ Metrics
75+ Charts and Diagrams

Medical Device Product Data Throughout Development and Postmarket Management

This report provides qualitative information and quantitative benchmarks for three critical areas that concern all medical technology organizations:

  • Investments, timelines and processes for medical device development
  • Marketing organization structures, processes and benchmarks
  • Management of postmarket and field-based issues, including promotion, customer support and reporting


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.

Medical Device Benchmarking Metrics

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 Post-Market 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..............103

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