Mumbai Capital

J&J eyes small towns for medical devices’ growth

With health care needs rising in rural and semi-urban areas and growth in urban pockets getting saturated, Johnson & Johnson Medical India, medical devices division of American health care giant Johnson & Johnson (J&J), is eyeing small towns to expand its business.

“Now we are experimenting with a new go-to-market model which we call Middle India. Under this strategy, we are looking at tier 3 and tier 4 cities where our coverage is not good and where the patient population is increasing. We expect growth from these markets and are focussing on these as part of market expansion,” Sushobhan Dasgupta, managing director, Johnson & Johnson Medical India, told The Hindu .

To penetrate into these untapped markets, the company has created a unified sales force called ‘One J&J medical field force’ and the members of this force will sell all the products and services of the company to medical practitioners and health care facilities. “This medical field force is not a specialised one. For example, we have a surgical suture force and an orthopaedic field force, who are specialists. But this One J&J medical field force will be covering everything and this will be covering the tier 3 and tier 4 cities where specialised surgeries happen less and general surgeries happen more,” Mr Dasgupta said.

The company plans to cover around 22 new towns in the next one year under the Middle India strategy.





The company

has created a

unified sales

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the purpose



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Printable version | Nov 28, 2020 6:57:37 AM | https://www.thehindu.com/news/cities/mumbai/business/jj-eyes-small-towns-for-medical-devices-growth/article7960358.ece

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