MedTech Leaders Sustain Growth Using More Complex Commercial Models

By: Doug Beveridge Medical Device, Revenue Growth Strategy, Sales Growth, Technology Sales

Recent insights garnered from ongoing Alexander Group (AGI) research suggest a return of historical growth levels within the MedTech industry. More specifically, average annual revenue growth rates are in line with research AGI conducted nearly a decade ago (in 2010). Unfortunately for commercial leaders, there is also a continued downward trend in gross margin percentages.

In recent discussions with 50+ leaders across the healthcare ecosystem, some recurring themes emerged about priority investment and opportunity areas:

  • Strategic Accounts: Dealing with consolidation and the importance of properly meeting the needs of more complex/complicated key accounts (e.g., IDNs, GPOs)
  • Revenue Motions: Establishing and enabling more complex and diverse field teams that properly align with emerging buyer journeys
  • Sales Incentives: Better aligning reward systems to reflect new GTM realities, particularly in the areas of goal setting and incentive compensation
  • Digital Emergence: Investing in new IT resources and Digital capabilities to better service customers and enable field resources

The need for new job roles, organizational capabilities and revenue motions means an increase in the level of commercial model complexity needed to sustain growth. Dealing with complexity represents a significant challenge for commercial leaders across the healthcare spectrum. AGI believes some answers reside outside of traditional healthcare practices in industries such as high tech where such complexities have existed for many years.

Does your organization have the necessary clarity of coverage, capabilities and enabling support programs to sustain your revenue growth engine?

Contact us to learn more and schedule a personal briefing gathered as part of our ongoing 2019 Healthcare Research.

We are actively recruiting leaders from medtech, pharma/biotech and health tech companies to participate in our current study aimed at providing insights around the strategies, roles and investment across the buyer journey. Contact us to participate.

Read the companion blog.
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Doug Beveridge

Doug Beveridge is a principal in the Atlanta office and a leader in the firm’s Healthcare practice. Doug brings a wide range of experience working with clients who serve the healthcare industry including biotech, pharmaceutical and medical device manufacturers, software and service providers, and insurance companies. Doug also brings significant cross-industry experience and leads complex engagements including organizational mergers and integrations, global go-to-customer transformations and comprehensive change adoption programs.


Prior to joining the Alexander Group, Doug held several leadership positions within sales and marketing at Delta Air Lines. He also worked as a member of the Organizational Design and Change Management Group within PricewaterhouseCoopers, LLP. Doug has his B.S. in Civil Engineering from Bucknell University and an MBA from the Warrington College of Business Administration from the University of Florida.


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