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Winning the Medtech Vs. Tech Battle: Five Ways To Keep Tech Competitors at Bay

 
• By Brian Chapman and Raluca Cenusa

Consumer technology companies are increasingly making their way into the traditional health-care space with innovative digital solutions that can been seen as a threat to medtech companies. Raluca Cenusa and Brian Chapman of global sales and marketing consulting firm ZS Associates explain how medtech companies can deploy their deep understanding of the clinical, payer and regulatory space, as well as trusting relationships with providers, patients and consumers, to drive growth. This is the first installment of a three-part guest commentary series from Zs focusing on "defense strategies" for traditional medtech companies to keep their tech rivals at bay.

Businessman with boxing gloves is ready for corporate battle. Man in suit, shirt and a tie is holding combat gloves together. Shot in a boxing gym, concept of relentless struggle and success.

When it comes to innovation, the rise of consumer technology giants entering the health-care space, and interrupting the traditional ecosystem, in which medtech device manufacturers, clinicians and providers currently exist, can be seen as "Goliath versus Goliath" matchups between large companies looking to maintain or capture opportunities.

There was the case of medtech giant Medtronic PLC versus tech giant Apple in detecting atrial fibrillation on a consumer wearable; and leading hearing solutions provider Sonova Holding AG facing headphone maker Bose in the case of hearing aids that no longer need to be fitted by

About The Authors

Raluca Cenusa (Raluca.cenusa@zs.com) is a manager in ZS’s medtech practice who works with clients on issues including opportunity assessment, go-to-market strategy, marketing strategy and commercial organization design. Raluca has considerable expertise leveraging customer insights to inform commercial strategy topics such as product launch (devices and apps), market development and pricing.

Brian Chapman (brian.chapman@zs.com) is a principal in ZS’s Zurich office who leads the medical products and services team

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