Marketeers are responsible for market definition, segmentation and clarification. The communication with surgeons, as user of hip prostheses helps them to recognize market’s needs and estimate product’s sales and risks potentials. This impacts then the sales strategy, the communication plan, the clinical evaluation plan and the transmission of information to the remaining Stryker organization. The design input of engineers is the result of the confrontation between the ideas and concepts provided by the surgeons on the one hand and on the other hand from market researches performed by the marketing team.