As the medical device sales environment continues to evolve, it presents new challenges for manufacturers, according to an article by Medical Device And Diagnostics Industry (MD+DI). To support these changes in medical device sales, companies need the right combination of technology and strategy to ensure that your marketing and sales efforts are targeting prospects with the most relevant information, delivered through the most appropriate medium.
For today’s customers, buying decisions can be driven more by economic than by clinical criteria, and the people who make those decisions are also changing. Instead of buyers at local facilities, medical device sales must work with government entities, group purchasing organizations and integrated delivery network headquarters.
“This shift of leverage to the economic buyer is accelerating and now affects virtually all product categories,” according to MD+DI. “To survive these challenges, manufacturers must make significant changes to their value propositions, go-to-market strategies and sales processes.”
Here are three important ways to boost your medical device sales:
1. Implement A Customer Relationship Management (CRM) Platform
A robust CRM platform supports your sales team with critical data on current customers and prospects, as well as information that helps them stay on top of larger trends in the healthcare market, according to Screwpile Communications, a healthcare business development agency. As customer concerns and pain points shift and evolve, CRM helps your sales team identify these changes and develop solutions. In many cases, these platforms may be integrated with inbound sales systems to better manage your lead-generation process.
2. Ensure Mobile Access To Sales Platforms And Applications
The mobility of CRM, analytics and pricing platforms is increasingly important for medical device sales, according to a ZS Benchmarking Study.
Having these technologies available on mobile devices offers numerous benefits: They allow your sales staff to enhance on-site presentations with video product demos, and enable collaborative sales and video conferencing. When your field reps want to share a customer’s response to a new product, a mobile platform helps improve communication between the reps and the
In addition, mobile technology offers new, effective ways to reach your target customers. While B2C organizations have made significant strides with mobile marketing, it remains uncharted territory for many B2B companies. Optimizing for mobile involves much more than developing an app to correspond with your business, and it’s especially important when you consider current industry trends that demonstrate the growing proliferation of mobile in all facets of life.
3. Use Analytics And Data Management Tools To Inform Decisions
When you’re marketing for the healthcare industry, data-driven decision-making is the key to success. In order to identify potential markets and deliver the appropriate message, you need ways to analyze your sales data and estimate demand.
Analytics platforms and other data management tools should provide decision-makers with clear, easy-to-interpret data that enhances marketing and sales strategies, improves customer service and controls costs.
No matter what technology your company uses to support marketing and sales, a strong medical sales management process is essential for meeting the challenges of today’s market and growing your bottom line.
Are you getting the most from your leads during your medical device sales cycle? Schedule a free lead generation ROI assessment with an Inveniologist™ at Invenio Solutions®.