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.
by Stephen Levin
With the global cardiovascular device industry dominated by US-based companies, the challenge of improving sales and marketing in Europe is...
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