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Global Medical Devices Survey 2012-2013: Market Trends, Marketing Spend and Sales Strategies in the Global Medical Devices Industry

Published By :

ICD Research

Published Date : Mar 2012

Category :

Advertising and Marketing

No. of Pages : 143 Pages

 

Synopsis

 

Global Medical Devices Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Global Medical Devices Industry” is a new report by ICD Research that analyzes how medical devices industry companies’ media spend, marketing and sales strategies & practices and business planning are set to change in 2012–2013. This report provides the current size of the marketing and advertising budgets of global medical devices industry suppliers and how spending by global medical devices industry suppliers will change, providing insight into global marketing behaviour. In addition, the report also identifies future growth of buyers and suppliers and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type and sizes.”

 

Summary

 

Why was the report written?

 

This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of 174 leading global medical devices industry executives. The report provides data and analysis on global medical devices industry suppliers’ media spend, marketing and sales strategies, and practices and business planning within the global medical devices industry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading suppliers within global medical devices industry. The report also identifies medical device manufacturer companies’ and suppliers’ future growth, M&A and investment expectations.Most secondary research reports are based on general industry drivers and do not understand the industry executives’ attitude and changing behaviours, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, ICD Research created this primary-research based report by gathering the opinions of multiple stake holders in the value-chain of the global medical devices industry.

 

What is the current market landscape and what is changing?

 

Of respondents across the medical device industry, 61% are ‘more optimistic’ about revenue growth for their company over the next 12 months than the previous 12 months. . Consolidation in the industry, growth prospects in emerging economies, new product launches, an aging Baby Boomer population in the US, high levels of unmet medical needs and the increased incidence of lifestyle diseases are expected to increase the profitability and cost performance of most medical device companies in 2011.

 

What are the key drivers behind recent market changes?

 

The top three key expected changes for 2011 were introduction of ‘new products and services’, business ‘expansion in current market and abroad’ and ‘improvement in operational efficiency’, while in 2010, emphasis was on business ‘expansion in current market and abroad’, and ‘expansion of facilities in the current location’.

 

What makes this report unique and essential to read?

 

“Global Medical Devices Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Global Medical Devices Industry” is a new report by ICD Research that analyzes how medical devices industry companies’ media spend, marketing and sales strategies & practices and business planning are set to change in 2012–2013. This report provides the current size of the marketing and advertising budgets of global medical devices industry suppliers and how spending by global medical devices industry suppliers will change, providing insight into global marketing behaviour. In addition, the report also identifies future growth of buyers and suppliers and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type and sizes.”

 

Scope

 

  • Project industry trends and revenue growth expectations in 2012 and understand business confidence to take informed business decisions.
  • Drive revenues by understanding future product investment areas and key growth regions.
  • Uncover key challenges and opportunities and identify key actions required to maintain and win buyer business.
  • Formulate effective sales and marketing strategies by identifying how suppliers’ marketing budgets are changing and direction of spend in the future. Better promote your business by aligning your capabilities and business practices with your customer’s changing needs .
  • Secure stronger customer relationships by understanding the behaviour and changing strategies of industry suppliers.

 

Reasons To Buy

 

  • Benchmarks sales and marketing plans with industry competitors to effectively determine strategy. This report also promotes your business by aligning your capabilities and business practices with your customers’ changing needs during these times of market uncertainty.
  • This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report promotes your business by aligning your capabilities and business practices with your customer’s changing needs.
  • The report is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations.

 

Key Highlights

 

  • Customer retention’, ‘customer acquisition’, and ‘lead generation’ are identified as key marketing aims for global medical device industry suppliers by 77%, 54% and 31% of industry respondents respectively. In 2012, the key strategy that industry suppliers plan to employ is to ‘focus sales efforts on generating new business’, as identified by 53% of respondents.
  • The ‘ability to target specific audience niches’, ‘flexibility in customizing services’ and ‘thorough reporting and analysis’ are considered chief success factors for marketing agencies. Survey results indicate that critical success factors have changed slightly since 2010 and 2011, and although the leading critical factor of the ‘ability to target specific audience niches’ remained in pole position throughout 2010–2012, the importance of ‘flexibility in customizing services’, and ‘thorough reporting and analysis’ has increased substantially in the recent survey.
  • Across the industry, 61% of respondents are more optimistic about revenue growth for their company over the next 12 months.
  • Of all respondents, 83% from the Rest of the World and 70% from Asia-Pacific are optimistic about revenue growth over the next 12 months, compared to 60% in North America and 53% in Europe.

Table of Content

 

1 Introduction

1.1 What is This Report About?

1.2 Definitions

1.3 Methodology

1.4 Profile of Survey Respondents: Global Medical Devices Industry

1.4.1 Profile of buyer respondents

1.4.2 Profile of supplier respondents

 

2 Executive Summary

 

3 Global Medical Devices Industry Dynamics

3.1 Revenue Growth Expectations in the Global Medical Devices Industry

3.1.1 Revenue growth expectations by company type

3.1.2 Revenue growth expectations by region

3.1.3 Revenue growth expectations by turnover

3.1.4 Revenue growth expectations by senior-level respondents

3.1.5 Revenue growth expectations – cross industry comparisons

3.2 Future Developments in Business Structure: Global Medical Devices Industry

3.2.1 Future developments in business structure by buyers

3.2.2 Future developments in business structure by suppliers

3.3 M&A Activity Projections in the Global Medical Devices Industry

3.3.1 M&A activity projections by buyers

3.3.2 M&A activity projections by suppliers

3.3.3 M&A activity projections by region

3.3.4 M&A activity projections by turnover

3.3.5 Expansion abroad vs. M&A activity projections

3.4 Capital Expenditure Forecast in the Global Medical Devices Industry

3.4.1 Capital expenditure forecast by buyers

3.4.2 Capital expenditure forecast by suppliers

3.4.3 Capital expenditure forecast by region

3.4.4 Capital expenditure forecast by company turnover

3.5 Planned Change in Staff Recruitment Activity: Global Medical Devices Industry

3.5.1 Planned change in staff recruitment activity by company type

3.5.2 Planned change in staff recruitment activity by region

3.5.3 Planned change in staff recruitment activity by company turnover

 

4 Global Medical Devices Market Growth Outlook

4.1 Global Medical Devices Industry: Demand in Emerging Markets

4.1.1 Demand in emerging markets by buyers

4.1.2 Demand in emerging markets by suppliers

4.1.3 Demand in emerging markets by region

4.1.4 Demand in emerging markets by company turnover

4.2 Global Medical Devices industry: Growth Expectations in Developed Countries

4.2.1 Growth expectations in developed countries by buyers

4.2.2 Growth expectations in developed countries by suppliers

4.2.3 Growth expectations in developed countries by region

4.2.4 Growth expectations in developed countries by company turnover

 

5 Threats and Opportunities for the Medical Devices Industry

5.1 Global Medical Devices Industry: Leading Business Concerns for 2012–2013

5.1.1 Leading business concerns for 2012–2013 by company type

5.1.2 Leading business concerns for 2012–2013 by region

5.1.3 Leading business concerns for 2012–2013 by company turnover

5.2 Global Medical Devices Industry: Key Supplier Actions to Secure Buyer Business

5.2.1 Actions to maintain and secure buyer business – buyers

5.2.2 Actions to maintain and secure buyer business by region

5.2.3 Actions to maintain and secure buyer business by company turnover

5.2.4 Actions to maintain and secure buyer business by procurement budget

5.2.5 Actions to maintain and secure buyer business by purchasing decision authority

 

6 Global Medical Devices Industry Suppliers’ Marketing Expenditure Activity

6.1 Annual Marketing Budgets: Global Medical Devices Industry Suppliers

6.1.1 Annual marketing budgets by suppliers

6.1.2 Annual marketing budgets by region

6.1.3 Annual marketing budgets by turnover

6.2 Global Medical Devices Industry: Planned Change in Marketing Expenditure Levels

6.2.1 Planned change in marketing expenditure levels by suppliers

6.2.2 Planned change in marketing expenditure levels by region

6.2.3 Planned change in marketing expenditure levels by company turnover

6.2.4 Planned change in marketing expenditure levels vs. revenue growth expectations

6.3 Global Medical Devices Industry: Future Investment in Media Channels

6.3.1 Future investment in media channels by suppliers

6.3.2 Future investment in media channels by region

6.3.3 Future investment in media channels by company turnover

6.4 Global Medical Devices Industry Suppliers Future Investment in Marketing and Sales

6.4.1 Planned investment in marketing and sales technologies by suppliers

6.4.2 Planned investment in marketing and sales technologies by region

6.4.3 Planned investment in marketing and sales technologies by turnover

 

7 Global Medical Devices Industry 2012: Marketing, Sales Behaviors and Strategies

7.1 Global Medical Devices Industry 2012: Key Marketing Aims of Suppliers

7.1.1 Key marketing aims of suppliers by region

7.1.2 Key marketing aims of suppliers by company turnover

7.1.3 Key marketing aims of suppliers by revenue growth expectations

7.2 Global Medical Devices Industry: Essential Amendments to Marketing Activities in 2012–2013

7.2.1 Amendments to marketing activities by suppliers

7.2.2 Amendments to marketing activities by region

7.2.3 Amendments to marketing activities by company turnover

7.3 Global Medical Devices Industry: Use of New Media for Business Prospects

7.3.1 Use of new media by suppliers

7.3.2 Use of new media by region

7.3.3 Use of new media by company turnover

7.4 Global Medical Devices Industry: Critical Factors for Choosing a Marketing Agency

7.4.1 Critical factors for choosing a marketing agency by region

7.4.2 Critical factors for choosing a marketing agency by turnover

 

8 Appendix

8.1 Global Medical Devices Full Survey Results

8.2 Methodology

8.3 Contact us

8.4 About ICD Research

8.5 Disclaimer

List of Table

 

Table 1: Total Global Medical Devices Industry Survey Respondents by Company Type, 2012

Table 2: Global Medical Devices Industry Buyer Respondents by Job Role (%), 2012

Table 3: Global Medical Devices Industry Buyer Respondents by Global Company Turnover (%), 2012

Table 4: Global Medical Devices Industry Buyer Respondents by Region (%), 2012

Table 5: Global Medical Devices Industry Supplier Respondents by Job Role (%), 2012

Table 6: Global Medical Devices Industry Supplier Respondents by Global Turnover (%), 2012

Table 7: Global Medical Devices Industry Supplier Respondents by Region (%), 2012

Table 8: Global Medical Devices Industry Revenue Growth Optimism (%), 2010–2012

Table 9: Global Medical Devices Industry Revenue Growth Optimism by Company Type(%), 2010–2012

Table 10:Global Medical Devices Industry Revenue Growth Optimism by Region (%), 2010–2012

Table 11: Global Medical Devices Industry Revenue Growth Optimism by Turnover (%), 2012

Table 12: Global Medical Devices Industry Revenue Growth Optimism by Senior-Level (%), 2012

Table 13: Key Changes in Business Structure: Global Medical Devices Manufacturers (%), 2012

Table 14: Key Changes in Business Structure: Global Medical Devices Industry Suppliers (%), 2012

Table 15: M&A Projections: Global Medical Devices Manufacturers (%), 2010–2012

Table 16: M&A Projections: Global Medical Devices Industry Suppliers (%), 2010–2012

Table 17: Global Medical Devices Industry M&A Projections by Region (%), 2012

Table 18: Global Medical Devices Industry M&A Projections by Turnover (%), 2012

Table 19: Global Medical Devices Industry: Expand Abroad vs. M&A Activity Projections (%), 2012

Table 20: Capital Expenditure Forecast by Global Medical Devices Manufacturers (%), 2012

Table 21: Capital Expenditure Forecast by Global Medical Devices Industry Suppliers (%), 2012

Table 22: Global Medical Devices Industry: Staff Recruitment by Company Type (%), 2012

Table 23: Global Medical Devices Industry: Staff Recruitment by Region (%), 2012

Table 24: Global Medical Devices Industry: Staff Recruitment by Turnover (%), 2012

Table 25: Demand in Emerging Markets by Global Medical Devices Manufacturers(%), 2012

Table 26: Demand in Emerging Markets by Global Medical Devices Industry Suppliers(%), 2012

Table 27: Growth in Developed Countries: Global Medical Devices Manufacturers (%), 2012

Table 28: Growth in Developed Countries by Global Medical Devices Industry Suppliers (%), 2012

Table 29: Global Medical Devices Industry: Leading Business Concerns (%), 2010–2012

Table 30: Global Medical Devices Industry: Leading Business Concerns by Company (%), 2012–2013

Table 31: Global Medical Devices Industry: Leading Business Concerns by Region (%), 2012–2013

Table 32: Global Medical Devices Industry: Leading Business Concerns by Turnover (%), 2012–2013

Table 33: Global Medical Devices Industry: Securing Buyer Business, Buyer Responses (%), 2012

Table 34: Global Medical Devices Industry: Securing Buyer Business, Buyer vs. Supplier Responses (%), 2012

Table 35: Global Medical Devices Industry: Securing Buyer Business by Region (%), 2012

Table 36: Global Medical Devices Industry: Securing Buyer Business by Turnover (%), 2012

Table 37: Global Medical Devices Industry: Securing Buyer Business by Procurement Budget (%), 2012

Table 38: Annual Marketing Budgets in the Global Medical Devices Industry: Suppliers (%), 2010–2012

Table 39: Annual Marketing Budgets in the Global Medical Devices Industry by Region (%), 2012

Table 40: Annual Marketing Budgets in the Global Medical Devices Industry by Turnover (%), 2012

Table 41: Change in Marketing Expenditure: Global Medical Devices Industry Suppliers (%), 2010–2012

Table 42: Global Medical Devices Industry: Change in Marketing Expenditure Levels by Region (%), 2012

Table 43: Global Medical Devices Industry: Change in Marketing Expenditure by Turnover (%), 2012

Table 44: Net Change in Planned Marketing Expenditure: All Industries (%), 2012

Table 45: Future Investment in Media Channels: Global Medical Devices Industry Suppliers, 2012

Table 46: Global Medical Devices Industry Suppliers: Planned Investment in Marketing and Sales, 2012

Table 47: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Region (%), 2012

Table 48: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Turnover (%), 2012

Table 49: Key Marketing Aims: Global Medical Devices Industry Suppliers (%), 2012

Table 50: Amendments to Marketing Activities: Global Medical Devices Industry Suppliers (%), 2012

Table 51: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Region (%), 2012

Table 52: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Turnover (%), 2012

Table 53: Use of New Media by Global Medical Devices Industry Suppliers (%), 2012

Table 54: Global Medical Devices Industry Suppliers: Use of New Media by Region (%), 2012

Table 55: Global Medical Devices Industry Suppliers: Use of New Media by Turnover (%), 2012

Table 56: Critical Factors for Choosing a Marketing Agency: Global Medical Devices Industry Suppliers (%), 2010–2012

Table 57: Critical Factors for Choosing a Marketing Agency by Region (%), 2012

Table 58: Critical Factors for Choosing a Marketing Agency by Company Turnover (% ), 2012

Table 59: Survey Results - Closed Questions

List of Chart

 

Figure 1: Global Medical Devices Industry Revenue Growth Optimism (%), 2010–2012

Figure 2: Global Medical Devices Industry Revenue Growth Optimism by Company (%), 2010–2012

Figure 3: Global Medical Devices Industry Revenue Growth Optimism by Region (%), 2010–2012

Figure 4: Global Medical Devices Industry Revenue Growth Optimism by Turnover (%), 2012

Figure 5: Global Medical Devices Industry Revenue Growth Optimism by Senior-Level (%), 2012

Figure 6: Company Revenue Growth Optimism: Cross-Industry Comparisons (%), 2012

Figure 7: Key Changes in Business Structure: Global Medical Devices Manufacturers (%), 2012

Figure 8: Key Changes in Business Structure: Global Medical Devices Industry Suppliers (%), 2012

Figure 9: M&A Projections: Global Medical Devices Manufacturers (%), 2010–2012

Figure 10: M&A Projections: Global Medical Devices Industry Suppliers (%), 2010–2012

Figure 11: Global Medical Devices Industry M&A Projections by Region (%), 2012

Figure 12: Global Medical Devices Industry M&A Projections by Turnover (%), 2012

Figure 13: Global Medical Devices Industry: Expand Abroad vs. M&A Activity Projections (%), 2012

Figure 14: Capital Expenditure Forecast by Global Medical Devices Manufacturers (%), 2012

Figure 15: Capital Expenditure Forecast by Global Medical Devices Industry Suppliers (%), 2012

Figure 16: Global Medical Devices Industry: Capital Expenditure Forecast by Region (%), 2012

Figure 17: Global Medical Devices Industry: Capital Expenditure Forecast by Turnover (%), 2012

Figure 18: Global Medical Devices Industry: Staff Recruitment by Company Type (%), 2012

Figure 19: Global Medical Devices Industry: Staff Recruitment by Region (%), 2012

Figure 20: Global Medical Devices Industry: Staff Recruitment by Turnover (%), 2012

Figure 21: Global Medical Devices Industry: Top Ten Growth Regions, 2012

Figure 22: Global Medical Devices Industry: Top Five Emerging Markets, 2012

Figure 23: Demand in Emerging Markets by Global Medical Devices Manufacturers(%), 2012

Figure 24: Demand in Emerging Markets by Global Medical Devices Industry Suppliers(%), 2012

Figure 25: Global Medical Devices Industry: Demand in Emerging Markets by Region (%), 2012

Figure 26: Global Medical Devices Industry: Demand in Emerging Markets by Turnover (%), 2012

Figure 27: Global Medical Devices Industry: Top Five Developed Regions by Growth , 2012

Figure 28: Growth in Developed Countries: Global Medical Devices Manufacturers (%), 2012

Figure 29: Growth in Developed Countries by Global Medical Devices Industry Suppliers (%), 2012

Figure 30: Global Medical Devices Industry: Growth in Developed Countries by Region (%), 2012

Figure 31: Global Medical Devices Industry: Growth in Developed Countries by Turnover (%), 2012

Figure 32: Global Medical Devices Industry: Leading Business Concerns (%), 2012–2013

Figure 33: Global Medical Devices Industry: Top Five Leading Business Concerns, 2012–2013

Figure 34: Global Medical Devices Industry: Leading Business Concerns by Company (%), 2012–2013

Figure 35: Global Medical Devices Industry: Securing Buyer Business, Buyer Responses (%), 2012

Figure 36: Global Medical Devices Industry: Securing Buyer Business, Buyer vs. Supplier Responses (%), 2012

Figure 37: Global Medical Devices Industry: Securing Buyer Business by Turnover (%), 2012

Figure 38: Global Medical Devices Industry: Securing Buyer Business by Purchasing Authority (%), 2012

Figure 39: Annual Marketing Budgets in the Global Medical Devices Industry: Suppliers (%), 2010–2012

Figure 40: Annual Marketing Budgets in the Global Medical Devices Industry by Region (%), 2012

Figure 41: Annual Marketing Budgets in the Global Medical Devices Industry by Turnover (%), 2012

Figure 42: Change in Marketing Expenditure: Global Medical Devices Industry Suppliers (%), 2010–2012

Figure 43: Global Medical Devices Industry: Change in Marketing Expenditure Levels by Region (%), 2012

Figure 44: Global Medical Devices Industry: Change in Marketing Expenditure by Turnover (%), 2012

Figure 45: Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2012

Figure 46: Future Investment in Media Channels: Global Medical Devices Industry Suppliers, 2012

Figure 47: Global Medical Devices Industry: Future Investment in Media Channels by Region, 2012

Figure 48: Global Medical Devices Industry: Future Investment in Media Channels by Turnover, 2012

Figure 49: Global Medical Devices Industry Suppliers: Planned Investment in Marketing and Sales, 2012

Figure 50: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Region (%), 2012

Figure 51: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Turnover (%), 2012

Figure 52: Key Marketing Aims: Global Medical Devices Industry Suppliers (%), 2012

Figure 53: Global Medical Devices Industry Suppliers: Key Marketing Aims by Region (%), 2012

Figure 54: Global Medical Devices Industry Suppliers: Key Marketing Aims by Turnover (%), 2012

Figure 55: Global Medical Devices Industry Suppliers: Key Marketing Aims by Revenue Growth (%), 2012

Figure 56: Amendments to Marketing Activities: Global Medical Devices Industry Suppliers (%), 2012

Figure 57: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Region (%), 2012

Figure 58: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Turnover (%), 2012

Figure 59: Use of New Media by Global Medical Devices Industry Suppliers (%), 2012

Figure 60: Global Medical Devices Industry Suppliers: Use of New Media by Turnover (%), 2012

Figure 61: Critical Factors for Choosing a Marketing Agency: Global Medical Devices Industry Suppliers (%), 2012

Figure 62: Critical Factors for Choosing a Marketing Agency by Region (%), 2012

Figure 63: Critical Factors for Choosing a Marketing Agency by Company Turnover (%), 2012

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