Growing Your Medical Device Business in Asia-Pacific & Latin America: Investment & Operations

STUDY OVERVIEW

KEY TOPICS

1. APAC Investment:

• Corporate-region-country level spend distribution
• Spend allocations to specific markets
• Headcount allocations to specific markets
• Direct vs. distributor model

• Corporate-region-country level spend distribution
• Spend allocations to specific markets
• Headcount allocations to specific markets
• Direct vs. distributor model

KEY METRICS

• Approximately what percentage of total APAC global marketing spend was allocated to each level of the organization?
• Approximately what percentage of total spending for the entire Asia-Pacific region was allocated to marketing activities only in each of the listed countries in the past year?
• Which sales model does your organization plan on using three years from now in each of the listed Asia-Pacific countries?
• Approximately what percentage of total headcount for all commercial operations for the Asia-Pacific region across the entire organization (including corporate, regional, and country-level offices) were allocated to each of the listed countries in the past year?
• Approximately what percentage of total spending for the entire Latin America region was allocated to each of the listed countries in the past year?
• Do you sell products directly or via a distributor in each of the listed countries in the Latin America region?
• What is your current approximate total headcount for all commercial operations in the Latin America region (including corporate, regional and country-level FTEs)?
• Approximately what percentage of total headcount for all commercial operations in the Latin America region were allocated to marketing activities only in each of the listed countries in the past year?

SAMPLE KEY FINDINGS

• Brazil (34%) and Mexico (29%) receive the bulk of LATAM investment: On average, companies spend close to two-thirds of all LATAM commercial budget on Brazil and Mexico alone. Argentina garners 10% of all LATAM investment. Marketing-specific allocations reflect this same distribution pattern.

METHODOLOGY

Best Practices, LLC engaged 23 commercial, marketing and sales leaders from 20 leading medical device companies in this research. While 19 leaders participated in the benchmarking survey, five of them also participated in deep-dive interviews. Four other leaders contributed their insights solely through deep-dive interviews.

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