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https://www.bcg.com/publications/2013/medical-devices-technology-marketing-sales-fixing-the-medtech-commercial-model

https://www.bcg.com/publications/2017/medical-devices-technology-marketing-sales-moving-beyond-milkman-model-medtech

https://www.bcg.com/publications/2021/six-design-strategies-for-medical-technology-next-generation-commercial-model

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