On my way home from a very enjoyable business trip to Minneapolis, I was fortunate enough to choose a seat by a VP of Sales for one of the world’s top orthopaedic device manufacturers. I couldn’t help but ask his point of view on the marketing tools that were most valuable to him and his sales team. His response was enlightening. Marketers, take heed:

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Fidelity Investments, a leading provider or employer benefits, recently announced the first-ever decline of its annual estimate of future health care costs for retired couples. The estimated $230,000 required for a 65-year-old couple for medical expenses from the present through the remainder of their lives represents an 8 percent decline from last year’s estimate.

Is technology and innovation playing a part in this decline?

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Tradeshow and conference season is upon us! Exhibiting at such an event is an expensive endeavor for a medical device company. But that “expense” becomes more acute if you fail to achieve the qualified leads you need to maximize your return on investment.

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