The Challenge
Most medical device companies can't answer basic questions about their marketing and commercial performance. Which campaigns generated pipeline? Which content influenced purchasing decisions? Which contracts are driving revenue and which are underperforming relative to what was projected? What's the actual cost of acquiring a new health system customer?
Without answers, investment decisions are based on instinct and inertia. You keep funding the trade show because you've always been there. You keep running the email campaign because the open rates look fine. You keep the underperforming contract because nobody's analyzed whether the GPO fees are justified by the revenue it generates.
This problem is compounded in healthcare because the sales cycle is long and the decision-making process involves multiple touchpoints across multiple stakeholders over months or years. Simple attribution models, "this lead came from this campaign," don't capture the reality of how a contract manager at an IDN eventually decides to take a meeting. But that complexity isn't an excuse for not measuring at all.
