Medtronic’s commercial teams needed a way to present complex data in a clear and intuitive format, understandable for non-experts.
Medtronic has traditionally differentiated its products by generating evidence to demonstrate clinical value. While this remains important, additional focus is now put on translating the clinical value into its corresponding economic value. As a senior analyst at the Medtronic Spinal Business in Switzerland revealed, economic arguments are not so easy to transmit:
"The clinical evidence can be put forward in a relatively straightforward way, but our challenge was to communicate the economic value proposition. When we started this project, we had no good way to communicate very basic economic value messages." — Dr. Zenichi Ihara, Senior Analyst at the Medtronic Spinal Business in Switzerland