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Abstract

The medical device industry, including within orthopaedic surgery, faces a series of challenges due to changes in the market landscape. A market-oriented strategy has therefore become increasingly important. To examine whether orthopaedic surgeons are well served by current marketing strategies, we surveyed European healthcare professionals and medical device company employees. Healthcare professionals ranked 11 factors when choosing a medical device and/or supplier while medical device company employees ranked the importance of those factors to healthcare professionals. Fifty-one healthcare professionals and 56 medical device company employees responded. A Mann–Whitney U test revealed significant differences between healthcare professionals and medical device companies for the factors ‘proven better patient outcomes’, ‘cost-effectiveness of device(s)/instrumentation’ and ‘company opportunities’. In conclusion, medical device companies that adopt a more market-oriented strategy and focus on the needs of the customer can gain a sustainable competitive advantage.

Keywords

Market orientation marketing strategy medical device marketing orthopaedic surgeons orthopaedics patient outcomes

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Do medical device companies understand orthopaedic surgeons? An analysis of factors affecting purchasing in Europe

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