Who are your customers today and in the future?

The “size sells” paradigm is rapidly coming to an end. Instead of only focusing your efforts on high-potential doctors, you now need to build real working relationships with hospitals, health insurance companies, governments, consumers/patients – and understand the network of influence among these new stakeholders. Gone are the days when you didn’t need to watch costs too closely either. Today, you are just as likely to be helping health insurance companies save money as selling them individual products.