04/24/2026
Medical device purchasing is evolving fast. What used to be driven by individual preference is now often evaluated at the system level, with more stakeholders involved and more pressure to prove value across outcomes, efficiency, and financial sustainability.
In a recent USA TODAY contributor piece, ParkerWhite CFO Keith White, shares a clear perspective on what this shift means for modern medical device marketing, including:
Why buying decisions now involve multiple stakeholders (clinical, admin, IT, finance)
How the medtech portfolio has expanded to include Al, remote monitoring, and digital health software
Why messaging and proof points must speak to both clinical impact and business realities
https://www.usatoday.com/story/special/contributor-content/2026/03/31/keith-white-on-reframing-medical-device-marketing-for-the-modern-healthcare-economy/89405064007/