Digitalization in medical technology

Anna, Account Manager at a provider of orthopaedic implants, has to offer not just products, but tailor-made total solutions. Clinics expect complete consulting packages with aftercare, monitoring systems, and training. This shift from a product-focused to a solution-oriented approach requires a new sales strategy. In addition, complex, less transparent sales channels make work more difficult, as employees are often not assigned to a fixed organization and equipment moves between departments. Solution: Comprehensive customer care along the entire treatment journey requires a CRM system that provides a 360-degree view of the customer, their organizational units, and the entire sales network. It must offer configuration options so that solution packages can be put together efficiently in terms of sales and sales processes can be optimized accordingly in order to be successful in the long term.

Jonas manages the eCommerce of a company that sells portable diagnostic devices. In addition to the applicable regulations in various countries, the store must also enable new business models such as the leasing of devices. The industry also expects the store to integrate technical documentation, training videos, and certifications to ensure the expertise of buyers. **Solution:** The combination of an eCommerce platform that can map extensive regulations with a customer portal that provides services and industry-specific training content enables a personalized and value-adding customer experience that goes far beyond the pure purchasing process.

Laura, Surgical Instrument Marketing Manager, faces the challenge of meeting strict regulatory requirements while creating compelling content for physicians and healthcare professionals. She wants to develop targeted campaigns that address the different needs of the specialty groups and uses first-party data to create personalized content based on the specialty.
 

Solution: In a highly regulated industry, implementing data-driven, personalized marketing strategies requires a deep understanding of compliance and the needs of different target groups. This is based on integrated databases for customer data that enable highly personalized, secure campaign delivery.

Michael is responsible for the technical support of a company that manufactures imaging systems for radiology. His biggest challenge is to ensure that the complex equipment in clinics can be operated without major downtime. If a system fails, his team has to respond in the shortest possible time, as diagnostics are often urgently needed for patients.
 

Solution: In addition to a powerful digital technician scheduling system, he is implementing a service portal that makes it possible to record fault diagnoses in real time and repair the devices remotely if necessary. He is also planning to use AI-supported tools to better predict potential device failures and proactively offer maintenance.

The examples show: Customer experience is a central key to successfully shaping the transformation of digitalization in medical technology. Companies must learn to tailor their processes to the needs of their customers along the entire value chain - from the first interaction through to long-term support. CX helps not only to increase patient satisfaction, but also to promote the efficiency and innovative strength of companies.