In this episode of the Medtech Business Academy, hosts Mike Sperduti and Thomas Hickey dive into the world of value analysis with industry expert Barbara Strain. Often hailed as the "godmother" of value analysis, Barbara shares her extensive knowledge on this critical aspect of the medtech industry. The discussion covers the evolution of value analysis, its importance in today’s market, and the distinction between value and price. Listeners will gain insights into how value analysis impacts product implementation, the role of persona-driven value statements, and the significance of thorough market understanding. This episode is packed with practical advice for medtech professionals aiming to enhance their market strategies and better serve their clients.