Moving Beyond the “Milkman” Model in Medtech
BCG
FEBRUARY 28, 2017
Three years ago, BCG published the results of its landmark global benchmarking study that concluded that medical technology companies had been relying on an outdated commercial model, which we dubbed the “milkman” model.1 1 The industry’s high gross margins were masking unsustainably high costs and underdeveloped commercial skills.
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