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If a new medical device is to succeed, it must deliver both superior clinical outcomes and economic advantage. A new device must be better for the patient and the physician-and its proven clinical benefits must translate into financial savings for the hospital and the healthcare system. This book, by seasoned veterans of many successful product launches, helps marketing professionals master the eight simple, proven steps that will guarantee a world-class product launch.
- Sales Rank: #315966 in eBooks
- Published on: 2015-01-29
- Released on: 2015-01-29
- Format: Kindle eBook
Review
"This book presents a clear and practical guide to transforming lackluster product releases into powerful product launches that will drive sales results. The case studies and example marketing pieces make the insights immediately actionable for anyone planning to bring a medical device to market in this evolving health care environment."
- Amie Borgstrom, Global Vice President of Marketing
Biomet Spine
"Distilling experience into a product launch recipe this accurate is more than a book...It's a job promotion for those who use it."
- Pete Simonson, President and Board Member
Juvent Medical
"This book serves as a great guide for anyone wanting to perfect their winning technique and strategy..."
- Dr. Doug Beall, M.D., Chief of Radiology Services
Clinical Radiology of Oklahoma
"This is an excellent and fun-to-read book on world-class product launches in the medical device industry...I cannot think of any other books on this process that are as practical as this one."
- Tom Morizio, President and COO
ACIST Medical Systems and HLT
"...I enjoyed reading this book and learning what it takes to produce world-class product launches..."
Dr. Sumeer Lal, M.D., Neurosurgeon
Self Regional Hospital
"As an R&D leader, I want to make sure the devices that my technical team designs are given the best chance to to succeed in the marketplace.� The book clearly guides the reader through seven practical steps to ensure a successful commercialization of a medical device.� It's a must read for anyone involved in a product launch, including those in technical roles!"
- Mike Wallace, Chief Technology Officer
Silk Road Medical
About the Author
Authors: Nikolas F. Kerr and Tony Recupero
Nikolas Kerr
founder and president of Kerr Consulting Group LLC, a firm based in Silicon Valley focused on helping companies successfully launch medical device products. He has spent over 15 years in a variety of product marketing roles from entry level to executive positions at large device companies (Medtronic) and at small device start-ups. During that time, he successfully launched more than 10 medical device products which collectively generate over $500 million in annual revenue.� Mr. Kerr has undergraduate and graduate degrees in business and economics from the University of South Carolina. He lives in the San Francisco Bay Area with his wife, Xiaolei, and has three children.
Tony Recupero
proven commercial leader with over 25 years of medical device experience. Tony heads up Catalyst Performance Consultants, where he advises sales and marketing executives on revenue-accelerating sales and marketing strategies. Tony was formerly president and CEO of Baxano, which was sold to Trans1, Inc. in 2013. Prior to Baxano, Tony built a highly acclaimed sales force as vice president of sales for Kyphon Inc., which was sold to Medtronic in 2007 for $3.9 billion. Before that, Tony led the Sulzer Spine-Tech sales force to over $110 million in revenue. Tony started his medical device career in sales management with United States Surgical Corporation, well known as an aggressive sales and marketing organization, where he excelled in a rapid growth environment. Tony Recupero is a graduate of the General Management Program at Harvard Business School and holds a bachelor's degree in communications from the State University of New York at Albany. Tony lives in Pleasanton, California, with his wife, Patty, and has five children.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Helpful Literature
By Matt Donald
Being fresh to the medical device salesworld and its competitive nature, this book provided key insight for myself on the power of marketing and how every aspect of launching a device must be used to its fullest advantage with feedback from ever level of the company. These two experienced authors were able to provide real-life examples of what to do and what not to do when launching a product. I would recommend this for anyone looking for a practical, clear and concise guide to expand their horizon when it comes to promoting a medical device(s) or any product for that matter!
0 of 0 people found the following review helpful.
I really like how the authors packed in so much valuable information ...
By daniela tank
I really like how the authors packed in so much valuable information in under 80 pages. Very refreshing! I'm tired of reading other business books that drag on as if they are trying to hit a target page # set by the publisher. The book also reads very fast with many practical examples that can quickly be adopted to boost the success of a product launch. Having launched and participated in many product launches myself, I highly recommend this book for folks involved in medical device product launches. A fun, easy and practical read!
0 of 0 people found the following review helpful.
Must have for anyone launching a medical device
By Tim Lew
Great book! Incredible amount of useful and compact information about launching a medical device. It comes from two people who have done it and understand the needs from the sales and marketing perspective.
I'm in the midst of launching a product and this book lays out a direct pathway and checklist. I recommend this book for anyone in the medical device space or anyone planning on launching a medical product.
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