The importance of re-defining your customer engagement strategy under the current and post pandemic environment will be the key for medical companies to thrive in the new normal.
"The dramatic increase in digital adoption presents a seminal opportunity for B2B organizations. The COVID-19 pandemic forced B2B buyers and sellers to go virtual in a massive way. What started out as a crisis response has now become the next normal, with big implications for how buyers and sellers will do business in the future."1
"Only about 20 percent of B2B buyers say they hope to return to in-person sales, even in sectors where field-sales models have traditionally dominated, such as medical products."2
"Healthcare leaders that commit to further digitizing their go-to-market models should derive competitive advantage in the form of more—and more loyal—customers than their slower-moving peers" 3
1,2,3 McKinsey & Company, How COVID-19 has changed B2B sales forever, October 14, 2020