Medical Device Product Management: Benchmarking Development, Marketing and Promotion

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 POSTMARKET 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

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