Mckinsey - Capturing the new ‘value’ segment in medical devices

This is an interesting article talking about the challange not only the Medical Device industry face but many industries and business are facing. The challange is to stay competitive offering the best product and service  for a premium price or having an offer "just" good enough and priced in a competitive way. 

This challange can come up when a buying process change as described in the article happening in the Medical Device industry.  The change can also come when a new player enters the scene like low cost airlines like Easyjet or Ryanair with an offer taking  you just from A to B but without "champage". Many people today consider this as an offer being "good" enough and as a consesquence they do not value the premium offer form the traditional airliners.