Marketing Function Benchmarks for Medical Devices: Structure, Staffing, Budget and Operations

A dynamic and competitive medical device marketplace makes it essential for device organizations to have an effective marketing group. However, creating and maintaining an efficient and effective marketing organization is increasingly challenging due to a stringent regulatory environment. In this setting, marketing groups count on their own internal effectiveness and efficiency to remain productive.

Best Practices, LLC conducted this research study to help medical device marketing executives evaluate their groups to ensure they remain properly staffed and focused to maximize their productivity.

The study presents medical device marketing benchmarks around budgets, and staffing (by geography and company revenue). It also reviews how marketing functions are organized and highlights anticipated trends such as increased or decreased spending and staffing on a range of marketing activities. There is a also a chapter dedicated to qualitative insights based on in-depth interviews with selected participants.

Marketing executives at medical device companies can use this study to compare their structure and resource levels with that of leading organizations.

This study contains two segments: Large companies and Emerging companies.

Industries Profiled:
Medical Device; Science; Health Care; Orthopaedics; Biopharmaceutical; Pharmaceutical; Diagnostic; Medical; Biotech; Research; Technology


Companies Profiled:
Stryker; Edward Lifesciences; Medtronic; CareFusion; Zimmer; Thermo Fisher Scientific; Ethicon; Baxa; Johnson & Johnson; Nasiff Associates; Inc; Baxter International; MCS; Covidien; BioPro; Boston Scientific; IRIS

Study Snapshot

The benchmark class includes 15 executives from 15 leading medical device companies. In addition, three deep-dive executive interviews were conducted from leaders at surveyed large medical device companies to collect qualitative insights.

Key topics include:

• Research Objective and Methodology
• Participating Companies
• Highlighted Findings
• Respondent Demographics
• Survey Findings
• Field Insights

Sample Key Findings

Medical Device Revenue: For the large medical device segment in this study, average revenue exceeds $5B, 55% of which comes from sales in the U.S. Average revenue for companies in the emerging medical device segment was $67M, with 82% from U.S. sales.

• Staffing in Relation to Revenue: On average, large medical device companies staff 7.89 marketing FTEs per $100M in revenue supported. Ratios for Emerging Markets vs. Mature Markets and inside the US vs. Global can be found in the survey results.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.