Do You Know Your Customer’s Boss?

Three Developments Impacting Orthopedic Device Vendors

Device companies, including those in orthopedics, have traditionally recognized that their primary customer has been the physician. With the recent trend of hospitals acquiring physician practices and physicians seeking employment at hospitals, most device companies would admit they really don’t know their customer’s new boss. The hospital...

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Malcom Vivian is a consultant at Cogency Group, a Phoenix, Arizona-based strategic management and sales leadership consulting firm. Cogency Group has extensive experience in driving breakthrough performance for companies in medical devices, pharmaceuticals, biotechnology and healthcare capital equipment.

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