Picture the stereotypical medical device sales rep of the past. He was athletic and outgoing—and best buddies with the surgeons he went with on trips and to sporting events. His success was built on a foundation of strong relationships in the OR, particularly with the surgeons. But like so many other things in today’s increasingly complex system of healthcare and hospitals, the medical device sales environment is changing.
Today, success is less about becoming best buddies with the surgeon and more about selling to a wide range of stakeholders. Medical device sales reps need to move beyond the OR.
Stakeholders in the modern healthcare environment include, among others, the surgeon, their support staff, the OR nurse manager, and the materials/supply manager. Each stakeholder has a different perspective and is working towards different goals.
To optimize performance, successful sales reps need to identify the goals and gain insight into the perspective of each of these stakeholders. Simple, right?
