The Impending Change of Medical Device Sales Reps
Ms. Salimbene has spent her career in the Medical Device Segment. Her comprehensive expertise in Sales, Management, and Marketing ranges from start-ups through Fortune 500 companies. Her collaborative leadership style and genuine passion for success have gained her a leadership award from Johnson & Johnson, and top sales and marketing awards from other companies where she has worked. For more information, please visit her LinkedIn Profile.
What happened to the days of calling on the Surgeon and covering cases?
You blinked and then came the staff with requirements, the nurses with their requirements, the Admin with their requirements, the C-suite, the IRB, the Materials Management, the IDN/GPO’s…
And you wonder why you are so exhausted at the end of the day feeling like you could never make anyone happy. Truth be told, Medical Device Sales Reps are being pushed out of the operating room and the offices. There are Robots, surgery apps, computers, sophisticated software, and incentives. All are great achievements, but at the same time, the hospitals surgeons, and staff are being pushed to become more productive and more innovative… in other words, they must provide a greater return for the time and money invested.
We hear every day about “ever changing environment”, “course correcting”, and the inevitability of change. YES, to all of these observations.
Medical Device Sales Reps can – and will continue – to make the difference! Certainly in a different way, leaning on, and growing from, the past. We do need to adapt because change means progress. We will simply need to look at it through another lens: we must hone the skill set that requires us to craft our strengths and strategies to assist in facilitating Physicians, C-suites, and Hospitals staff to minimize their overhead costs and grow their businesses. Ignoring this change will only guarantee us a one-way ticket out of relevancy.
Redefining our role as our call patterns grow by the day should always remain the core of our focus. We must think in terms of “Hospital Economics”. How profitable is implanting our products to the hospital or surgery center according to the IDN or GPO? What is our pull-through revenue for the other medical services? Does the product bring something of value added like prestige to the hospital or Surgeon? How do we provide a revenue stream to keep the forward movement?
THE ANSWER – highly educated sales professionals. No more recruiting “minimum experience required”. Companies must move in a fast forward manner with their hiring process. No more recruiting your local surgical tech or only “2 years of experience needed”. The Medical Device Sales Rep will not go the way of the dinosaur; we must continue to evolve.