In the course of a week, two separate surveys of the medtech industry have confirmed that executives foresee business in 2010 moving positively, but without an abundance of optimism — or effort.
The Emergo Group survey of 1,000 medtech executives illustrated results similar to the smaller, anecdotal Tatum LLC, survey, which indicated that, in 2010, execs expect sales to increase, modestly, and hiring to increase only just modestly.
Overall, the industry sees growth happening less as a result of the actions they initiate (aside from the Emergo Group's survey indicating international market expansion into Brazil, China, Europe and India, in that order) than an apparent expectation of a turn in the economy and little else.
The past year has been a period of passive activity for the industry, starting with the credit crunch limiting investment, followed by the economy going negative causing most spending to be put on hold and capped off by the advent of healthcare reform and an impending device industry tax.
Perhaps it shouldn't be surprising, then, that the industry expects even a modest reversal of fortune to take place without their active involvement.