Successful Selling: Conquering The West – How European Medtech Firms Can Penetrate The US
Executive Summary
In spite of the increased attention medtech companies have been paying over the last few years to the emerging countries, the US remains undeniably the biggest market for medical devices. Yet, this market continues to leave many European medtech firms stumped. In this article, the second in a four-part series focused on sales strategies, Brian Chapman and Lukas Grabner of global sales and marketing strategy consulting firm ZS list the key reasons why European companies are struggling to conquer the US and how they can overcome these hurdles.