Medical devices sales – the impact of wizardry

iPads and Medical Sales

In every market technology is going to be changing how companies sell. Medical device companies, for example, are passing out thousands of iPads to its sales people. Sales reps entering the market place are very comfortable with technology; 95% of docs view themselves as computer savvy and over 90% utilize at-home hours to review the latest product information. Add a governmental push towards electronic records – along with funding – and it’s a perfect storm for the iPad market. 

Abbott, Medtronic, and Boston Scientific are among the medical device firms who have made the move to electronic tablets, some launching pilot programs, others are studying it .  Why iPads or other tablets? 

  • They provide new ways to display product information or surgical-implant techniques. Their quick start-up times mean the sales reps can jump into their presentations before doctors lose interest. The product information and presentation support better engages customers.
  • Company-specific product apps to get into pricing, time efficiency, expense reports, filling out requests and all the other things that take time away from actual selling can lead to productivity increases.

Increasingly we’re going to see company-specific production applications that provide a capability that offers customer value. The new CareLink app – further “tying” the customer to Medtronic  –  is a great example. Take a look. 

Medtronic’s CareLink Network aims to provide clinicians with the same level of information they gather during an in-person visit with patients who have Pacemakers, Implantable Cardioverter-Defibrillators (ICDs) and Implantable Cardiac Monitors (ICMs). 

On June 28, 2011 Medtronic launched its CareLink Mobile Application for the iPhone and iPad. It’s the first mobile application that enables clinicians to access cardiac device diagnostic information and patient data directly from their mobile devices. The app also allows docs to review Medtronic CareAlert transmissions and a patient’s last transmission and then triage and take action as needed. It also provides clinicians with a new way to access patient data from CareLink more easily, and respond to clinical events in a more timely way – providing more proactive patient care. While this app is simply a new access point for the CareLink Network, it provides value to the clinicians who access it. 

When it comes to technology and adoption, you may not want to lead the pack, but you probably don’t want to be the rear guard, either. 

Check out other posts on sales effectiveness at the Sales Training Connection. 

©2011 Sales Horizons,™ LLC

About Janet Spirer

For more than 30 years Dr. Richard Ruff and Dr. Janet Spirer - the founders of Sales Horizons - have worked with the Fortune 1000 - such as UPS, Canon USA, Smith & Nephew, Boston Scientific, Owens & Minor, Textron - to design and develop sales training programs. Janet has followed two different, yet complimentary paths. First, as a B-School Professor she taught marketing, sales, and business strategy courses. She also managed a consulting practice focusing on sales productivity and marketing – working with a variety of clients ranging from Xerox to IBM. She translated those experiences into a book – “Parlez-Vous Business” – that helps sales people develop the business savvy to sell successfully. Since co-founding Sales Momentum® in 2000 with Richard Dr. Spirer received her Ph.D. from The Ohio State University, an M.P.A. from The University of Texas at Austin, and a B.A. in Economics from Brooklyn College. She holds the appointment of Professor Emeritus at Marymount University.
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