In interventional oncology, what makes RITA Medical's path particularly challenging is that the company needs to break new ground on at least a couple of levels simultaneously with its radiofrequency ablation (RFA) technology for treating solid tumors. This is not simply a case of convincing customers to substitute a next-generation device for a longstanding favorite product. The company must convince a group of physician customers-medical oncologists, who control these patients-that devices, specifically RFA technology, can play a role in oncology therapy. This when the only treatment regimens these physicians are accustomed to using are drugs and surgery.
By Stephen Levin
The phrase "missionary sell" is probably over-used in today's sales and marketing lexicon. But like all commonly used expressions, there...
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