The international consulting company Mckinsey has published the results of a study on the effectiveness of interaction between medical tech companies and customers.

According to experts, a flexible, client-oriented, omnichannel (interaction through all available communication channels) approach determines the company's competitiveness. However, a survey of executives in over 1,900 organizations found that the majority of companies are not yet able to deliver omnichannel experiences to their customers.

To address existing issues, McKinsey recommends:

• Develop a communication strategy and a detailed action plan;
• Carry out systematic monitoring and analysis of consumer behavior;
• Develop technological infrastructure;
• Increase the professional potential of employees and revise the personnel policy;
• Implement successful project management practices.