The Changing Face of Medical Device Sales: Selling Beyond the OR

Business, Strategy, Sales | April 9, 2018 | 3 mins read

In case you haven’t noticed, the role of the medical device salesperson is changing quite dramatically.

Selling used to be all about creating a personal connection with the physician, who has traditionally made all the big buying decisions. Salespeople would buddy up with the physician and forge a relationship in the operating room that extended to fishing trips, sporting events, and birthday parties for the kids. Nurturing the relationship with the physician customer was, in some ways, the be-all-end-all of the seller’s strategy.

Today, the strategy of an effective salesperson is far more multi-faceted. The opinion of the physician is one of many links in the sales funnel chain, as key players have entered the decision-making process.

Salespeople need to consult with, and appeal to, the:
  • Surgeon support staff
  • Materials/supply manager
  • OR nurse manager
  • Other management stakeholders charged with running the clinic, ASC or hospital

An expanded list of stakeholders can be troublesome for the majority of salespeople because the reality is most are still relying on the buddy-buddy relationship model, except their “buddy” doesn’t have the influence they once had. (Think: Victim of Rep-Less Sales Model)

But when faced with declining sales and commission, in a fiercely competitive industry, how do salespeople transform from “Product Consultants” to full “Business Consultants”? How do they know who the biggest fish are in the market and what drives them?

Strategies for Selling Beyond the OR

Salespeople need to take a step back and shift their perspective of the industry. Healthcare is a business just like any other, except healthcare deals with real patients and their lives.
This is why healthcare salespeople need to be flexible. They need to keep the patients they serve in mind, while at the same time foster a new business approach to their craft.

Here are 3 strategies to consider when aligning your new sales approach:

1. Be Flexible in Your Plan

Have you adjusted your outreach efforts to match market trends? Research shows that doctors are very open to digital communication or in-person meetings, just not both. If you are not consistent and flexible in your approaches, client retention rates will start to fall.

2. Tailor Presentations to the Needs of Each Stakeholder

Relying on a generic pitch when presenting to a hospital administrator is not going to cut it anymore. According to a recent study, 51% of doctors say they already know the information being presented to them. The same goes for administrators, who have more time to keep up with industry news. Position your presentation about your product and how it will impact the entirety of the physicians and hospitals business.

3. Invest in Your Team

If you are using a conventional CRM, chances are it’s not compatible with the demands of the industry today. Salespeople need to be the first to know about clinical studies, research, physician records, and hospital spending patterns. An advanced tool like ProSellus will provide a higher level of data about physicians and hospitals in your region, offering crucial insight into opportunities for increased sales.

In particular, ProSellus generates the kind of information needed to understand physician relationships with their internal team as well as their physician referral relationships.

Wouldn’t it be nice to know what networks your targeted physicians are already plugged into?


These 3 strategies would drastically change the salesperson’s approach to each customer, or potential customer. ProSellus, an advanced tool designed to be a “Non-CRM” for medical device sales reps, does all this in the palm of your hand.
To talk more about the Changing Face of Healthcare or to learn more about ProSellus check us out at

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