2024 MedTech Provider Insight Series
Provider Insights Shape How Leading MedTech Organizations Structure Their GTM Models
Evolving market dynamics necessitate shifts in go-to-market (GTM) coverage strategy and job design, with a focus on operational efficiency and product innovation. MedTech organizations are investing in coverage and roles to execute growth priorities, including new product investments and advancing post-sales support.
Leading MedTech organizations are making strategic investments in coverage and roles to execute their growth priorities. They have identified five primary growth plays for 2025:
Develop qualified demand
Advancing marketing's revenue impact by leveraging omnichannel approach, understanding ideal customer profiles and optimizing channel mix.
~40% of overall pipeline contribution came from the marking function in 2023
Sell into new sites of care, practitioners & call points
Size the non-acute market relative to acute and adapt the commercial coverage model to the unique needs of the fragmented of outpatient care settings.
64% of all procedures are occurring outside of the hospital today
Maximize new product investments
Effectively launch new products through accurate buyer segmentation, enhanced clinical support and strong physician education.
83% of hospitals are investing in surgical robotics in 2024
Evolve key accounts programs
Refine key account strategies to providers' contracting behavior which centers on product complexity and physician influence.
+13% Revenue per Rep for healthcare companies with mature key accounts programs
Advance post-sales support
Deploy the right mix of post-sales support teams to support customer needs and expand within those accounts.
49% increase in headcount investments for post-sales support roles in 2024
These growth plays are designed to drive awareness and engagement, improve customer lifetime value, and drive productivity and profitability. By focusing on these areas, leading companies are positioning themselves for sustainable growth and success in the MedTech industry.
Alexander Group is offering complimentary readouts on GTM model trends based on results from our 2024 Provider Research. This research series covers topics including:
How to develop qualified demand by aligning your marketing and sales efforts with changing buyer needs and preferences
How to sell into new sites of care, practitioners and call points by deploying the right roles, coverage and incentives
How to maximize new product investments by leveraging artificial intelligence, clinical education and key account management
How to enhance post-sales support by investing in customer success, service and maintenance roles and processes
Compare your GTM strategy with the industry average and best-in-class companies to identify areas for improvement and growth.
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