Interview: on Medical Device Sales & Marketing – Daniel A. Berdat, VP International Sales & Marketing, Exactech
Leading up to NextLevel Pharma’s Medical Device Commercial Leaders Forum Europe, we are conducting email interviews with selected members of our prestigious speaker panel to learn more about their thoughts on this vital issue.
*Opinions below are those only of the individual and do not reflect upon corporate strategy or positioning.
DANIEL A. BERDAT, VP International Sales & Marketing, Exactech
NextLevel: What do you think makes the current sales and marketing environment in Europe so challenging for medical device manufacturers?
Daniel Berdat: The relatively dynamic market of medical device manufacturers in the past years has experienced a noticeable slowdown in revenue growth rates caused by pricing pressures, lower product differentiation and safety concerns over implantable products. However, the rising elderly population will continue to increase demand for medical devices. We have seen an increase in surgical procedures but it was offset by continues price erosions. The trend has puts huge pressure on cost controlling measures to reduce vital and important marketing activities for the medical society.
NLP: Which trends have you seen on the ways in which the medical device sector approach sales and marketing activities over the past 5 years?
DB: I have seen companies starting to offer more efficient and effective routes to launch new products and expedite early cash flow. Companies must realign into a customer-centric future where providing successful outcomes is paramount. In other words, innovation that goes beyond the product to include the support services and data analytics. Cost restraints an intense focus on operational efficiency and effectiveness has been a main dominator to maintain competitiveness.
NLP: How much do you think the marketing / sales (as most relevant to you) roles in the device sector are engaging with key customers and increasing their influence?
DB: Activities have shifted into increased focus on specific market needs to meet their challenges into clinical solutions. Offering clinically trusted products has been in the forefront to prove value to the economic customer. The industry started to embrace the circle of stakeholder in this process dealing with the government, health care professionals, and buying organizations to meet the needs for the patient.
NLP: What’s the best thing for you about working in medical device commercial functions right now?
DB: It gives me great satisfaction to be able to contribute in the quality of care provided to patients suffering from joint disease. Working around the world and interact with interesting people; to do business in many different cultures, all this and more keeps me motivated, interested and engaged.
NLP: Why is this Medical Device Commercial Leaders Foruma good idea for people to attend in your eyes?
DB: To learn about new trends and solutions in our industry. Networking with many health care specialists and health care authorities to find the best solutions to our key challenges. It will enable us to obtain first hand information about the latest health care changes, pricing trends, and other key policies in the pipeline. To hear winning strategies how to tackle commercial challenges.