Publications
Publications
- August 2003 (Revised August 2006)
- HBS Case Collection
I've Got Rhythm: Selling Cardiac Rhythm Management Devices
By: Regina E. Herzlinger, William Lagor, Christopher Perry and Scott St. Germain
Abstract
The head of sales and marketing in a large medical devices firm must decide how to assign his sales force. He compares selling in the pharma, specialty pharma, and device industries and analyzes the reasons for the differences.
Keywords
Health Care and Treatment; Marketing Strategy; Industry Structures; Sales; Salesforce Management; Medical Devices and Supplies Industry
Citation
Herzlinger, Regina E., William Lagor, Christopher Perry, and Scott St. Germain. "I've Got Rhythm: Selling Cardiac Rhythm Management Devices." Harvard Business School Case 304-012, August 2003. (Revised August 2006.)