Field Sales Productivity Blog

8 Ways, The Medical Device Reps Can Increase Access To Their Buyers

By Shivya from Toolyt
March 16, 2021

Medical Device Sales are changing every day, also a challenge for Medical Device Sales Reps to sell. The influencers are motivated and persuaded to take the sales decisions.

Doctors distance themselves from meeting the sales reps. Even though the present medical device market is turbulent, it will continue to grow significantly in the future. It is evolving as a grueling terrain for the sales reps. The number of doctors reachable is declining as the days go. Alternately the decisions making authorities have emerged in their places. In the future, even the physicians' direct influence on buying will diminish.

The medical device industry is driven by the rising aging population, people suffering from chronic diseases, trauma, and accident cases. In developing countries, the scenario is thriving due to the increase in the spending capacity of the middle classes. To get a share in the vast market, you have to plan your selling strategy thoughtfully.

Modern Medical Device Sales Reps perform multiple-roles and do multi-tasking. They are healthcare specialists, well-trained device experts, part lobbyists to push their products, full-time sales reps - are all rolled into one.

The Challenge To Reach The Decision Makers

In some health institutions and hospitals, Doctors do not make purchasing decisions. The onus of purchasing the devices lies in hospital administrators and other non-medical trustees. The prime task of your medical reps is to identify the right decision-makers and ideal purchasers for your products. Ultimately persuade them to purchase your products. Sometimes, the sales reps waste a lot of time following-up with the non-decisive staff.

While handling the GPOs, the approach should be more logical and intelligent. The organizations act as mediators between buyers and sellers. Sometimes, until the negotiations have reached the advanced stage, you will not be aware of who will be the real users.

Doctors And Surgeons - Severe Access Restriction

Medical Reps face strict access restrictions and short selling time with the Doctors and Surgeons. You should be able to ascertain which Doctors have the purchasing authority and which Doctors can influence the purchasing process of the organization.

The influence of Physicians in the procurement of the devices is a positive sign. In institutions where the Doctors' participation is not there in the purchasing process, the willingness of other physicians to adopt the new technology will be less. If there are fewer patients' footfalls, then the blame rests on the devices and instruments in the institution.

Territory Management

Mark the boundaries of the territories of all your sales reps and assign them. From the administrative purpose, it is quite useful to know the regions of your executives. There should be enough sales reps to cover the entire territory.

Device Training For Hospital Staff

You should schedule the training for device operating persons and the physicians. Many a time, the training will be a continuous process, as there might be attrition and accretion in the staff.

Occasionally during complicated procedures, some Surgeons insist on having the Medical Device Reps besides them because of their in-depth knowledge of the device. This practice is prevailing in many countries.

Focus On Device Efficiency

Doctors like to learn the functions of the device and look forward to the results that support the claims. Channels the doctors are in touch with are updated. The device details are made available on the web for everyone to access.

Make promises of what your device can deliver, and determine it based on the internal research and device history. A healthy relationship is key for reorders. Don’t exaggerate the benefits of the device for short-term gains. Otherwise, it will lead to an environment of distrust, regulatory scrutiny, and litigation.

After Sales Customer Support

Whenever the hospitals face any technical issues and breakdowns, usually, contact the medical reps. In spite of having customer care and technical support team numbers, still, they prefer to be in touch with the sales reps. Reps resolve the issues in the least possible time.

Service Reminders

To reduce the product rejection scenario, usually, reps take additional burdens of PMC and AMC.

Latest Developments

If there are any changes in the rules and regulations in the local laws, industry, and health insurance - the first visible changes can be seen in the medical device industry. They have to adhere to the changes and adapt to their daily routines. Any changes in these areas lead to a series of changes in the purchasing and procurement of devices.

Toolyt The App Exclusively Designed For Medical Reps

Toolyt is programmed, keeping in mind the difficulties and challenges faced by the Medical Device Sales Reps.

It insightful identifies the ideal purchasers and market for your product. Analyzes which Doctors influence the market, their preferred channel of communication. Directs your reps to receptive Doctors and Surgeons.

  • Facilitates the seamless handover of customers to the Maintenance Department with complete device details and stored locations.

  • Automatically generates breakage and stock report of the distributors. Has the option for Doctors, Clinicians, and Patient Interaction.

  • Automatically reminds you of the PMC and AMC schedules. Guides in error-less purchase order filing to reduce the complaints and returns.

  • Default generation and distribution of various reports to the management and the sales staff.

  • It schedules the training for the device operating persons and physicians. It automatically sends a reminder to everyone concerned before the sessions.

  • Generation of sample and gift management reports.