Designing a High-Performance Medical Device Sales Model

Pete Masloski, Bret Caldwell

Medical Device Sales Model

There is tremendous pressure on medical device and diagnostics companies to reduce prices and provide more value to customers while sustaining meaningful growth.

Hospitals continue to be under considerable financial stress and are demanding discounts from suppliers, scrutinizing capital expenditures and reexamining new technology purchasing. To make matters worse, Wall Street continues to have high expectations for sales and profits.

In this environment, many medical device companies are taking a hard look at ways to save costs and improve efficiency, and are finding that the sales channel can help achieve these goals. A common strategy is substituting traditional field sales roles with more effective channels or new roles that are less expensive than traditional field sales representatives.

However, many companies struggle to implement new sales models effectively, and these models often fail to live up to expectations.

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