How Medical Device Companies Can Strategically Sell to Customers

blog-project-management-handshakeEconomic pressures on the health system have been mounting for years, pushed by demographics, shrinking reimbursements, increasingly expensive therapies, and, ultimately, payer consolidation and reforms. Hospitals are the fulcrum and the pinch point for these pressures. Medtech companies no longer can afford to focus on clinical benefits without seeking other avenues to drive value for their hospital customers. This has led to the key account management imperative: Find a way to create value beyond the product alone for stakeholders beyond traditional clinical buyers.


About Peter Coffaro 1102 Articles
A growth-driven and strategic executive, Peter Coffaro commands more than 20 years of progressive management success within the medical device industry. As a District Sales Manager for Stryker Orthopaedics, Peter was responsible for managing and directing a regional sales force to achieve sales and profit goals within the Rocky Mountain region. Previously, he was the Director of Sales & Marketing for Amp Orthopedics. In this role, Peter was responsible for planning, developing, and leading all sales and marketing initiatives. Peter is a former orthopedic distributor in the Pacific Northwest. He has also worked with DePuy Orthopaedics as well as Zimmer, and held positions in sales, sales training, and sales management. Peter has an extensive background in organizational development, business development, sales management, negotiating and P&L management. Peter holds a B.S. degree in Biology from Northern Illinois University.

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