Most would agree that medical devices, despite their absolute necessity, require a very complex and interactive sales process. Challenged with niche markets, sales representatives for medical devices must tailor their presentations and build relationships with various different buyers, each with their own interest in the product. Cost consciousness and a new focus on ROI within hospitals, clinics and laboratories has meant that interactive tools to help communicate the value of new products are becoming increasingly important.
Demanding work schedules of physicians and lab technicians means time is a precious asset. When a sales rep has an opportunity to present their product, preparation is key. With tools such as BaseCase, sales reps can tailor presentations based on the specific audience which, in turn, increases relevancy. Beyond a traditional face-to-face meeting, sales reps can now connect with their audience by emailing presentations through to laptops and mobile devices. Rather than playing a passive role, buyers of medical devices can now interact with the product, manipulate data and engage in a more experiential presentation that can help to make a more informed decision.
From a sales perspective, interactive sales tools such as BaseCase can instantly turn complex health economic models into clear, straightforward presentations. Other benefits of these tools is that they allow sales directors to evaluate the users interaction with the presentation through user analytics (number of clicks, time spent per page etc.). Immediate feedback can help to adjust the tool for a more effective sales process. User analytics in the case of HEOR is extremely beneficial as it allows health economists ensure that the data they present is being communicated correctly.
With medical device firms able to utilize interactive presentation tools, they should also be able to leverage the internet as a means to make initial connect with potential clients. In a study by MarketingSherpa, results showed that for top B2B medical technology firms now more than 70% of sales start from leads from the internet. This shows the heightened need for medical device firms to have a strong sales and marketing strategy both on and offline.
In a cost conscious environment, the sales process of medical devices must stay relevant and should be able to communicate clearly the value of their product. Interactive sales tools with increasingly user-friendly interfaces and more detailed user analytics will help sales teams across the industry build more efficient, flexible and effective product presentations.