"Selling medical devices in Europe is about having a local value proposition for each country." "Sales departments are generally experiencing declining ROIs." "Selling medical devices in Europe is about choosing the right sales channel and finding the best partner." "To be successful in today’s healthcare environment you need to communicate to all stakeholders, and in their native language." "Selling medical devices in Europe is about understanding the local market mechanisms in each country." "There is no need to spend most of your time on non-performing countries."