Article preview reprinted from IN VIVO - April, 2009
Sorin, as a whole, has historically been known as a company more focused on R&D and technology development than on the commercial side of the business. Despite being among the market leaders in several cardiovascular product segments in both Europe and Asia, outside of cardiopulmonary devices Sorin is not a significant player in any other US product area. Sorin's CEO talks frankly to IN VIVO about why the company needed to reorganize to bring its sales and marketing efforts, particularly in the US, up to the level of its technology development. Find out more...
Sorin Restructured: Interview with Andre-Michel Ballester
Article preview reprinted from IN VIVO - April, 2009
With the global cardiovascular device industry dominated by US-based companies, the challenge of improving sales and marketing in Europe is a frequently discussed topic. The flip side of that challenge—increasing US sales for European-based companies—is not talked about as much, but actually represents a more daunting obstacle given that the US represents the single largest market, by far, for the vast majority of cardiovascular devices. No company is more acutely aware of the need to crack the US market than Milan-based Sorin Group SPA. Despite being among the market leaders in several cardiovascular product segments in both Europe and Asia, outside of cardiopulmonary devices Sorin is not a significant player in any other US product area.
Sorin, as a whole, has historically been known as a company more focused on R&D and technology development than on the commercial side of the business. Despite that internal bias, the company has achieved significant product breakthroughs over the years in a number of clinical areas, most prominently cardiac rhythm management (CRM), heart valves, and cardiopulmonary devices. Primarily on the strength of those product innovations, Sorin has gained market-leading positions in several of those segments in many countries in Europe and, more recently, in Japan. What has been missing is anything approaching that level of success in those US markets, outside of cardiopulmonary.
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Companies mentioned in this article:
Edwards Lifesciences Corp.
Sorin Biomedica Cardio SPA
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