Moving Beyond the "Milkman" Model in Medtech - BCG Global

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of its landmark global benchmarking study that concluded that medical technology companies had been relying on an outdated commercial model, which we dubbed the "milkman" model. 1 Notes: 1 In the original report, we described the prevailing commercial model in medtech as "analogous to milkmen delivering milk in a world dominated by megastores.".

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