Due to the constant innovation happening in the medical device and pharma sectors, the average life of a therapy or product is shrinking. This, coupled with the changing practice trends, reimbursement issues etc., is reducing the overall product profitability. Moreover, as the product development costs are mounting due to FDA's stringent demands, sales departments in the healthcare companies are under constant pressure for strong sales quarter-over-quarter to justify the ROI requirements of the company.
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