Between now and 2032, medical science as a field is expected to grow faster than the national average growth rate – 10% (according to the U.S. Bureau of Labor Statistics). Combine that with the expected compound annual growth rate of 7.1% in medical devices by 2027 (BBC Research), and one can see healthy growth in both demand and supply for life-altering medical devices.
While these developments offer great opportunities to train professionals who market, promote and sell medical devices, there are subtle aspects of such training that are lacking. Read on to learn more about what it takes to train medical device sales representatives.
Research shows that the global market for medical devices will top $950 billion by 2027. The increasing number of healthcare professionals (HCPs), higher life expectancies and increased levels of spending on healthcare have spurred the demand for such devices. And with that comes a greater need for doctors, physicians, surgeons, nurses and other HCPs to be aware of the potential, along with being well-versed in the proper use of those devices.
To meet those objectives, it’s vital to deliver medical device training correctly. And for that, device manufacturers and marketers need sales reps and marketing technicians to focus on:
A comprehensive medical device training program is the first step in ensuring that such training is effective, so sales representatives and device marketing specialists can, in turn, provide requisite knowledge and training to the end-users – healthcare professionals.
Medical device sales teams require a broad-based training approach that empowers them with several sets of skills. These skills may be delivered through training programs that include the following highlights:
Because this is the most critical aspect of any medical device salesperson’s job, the training program must focus on it to the extent that sales teams become masters of the device. Upon completing this part of the training, sales reps should know the device as intimately (if not more!) than any HCP who may be already using similar (competing) devices.
To accomplish that:
When done right, this level of detailed training will prepare sales reps by providing real-life understanding of what HCPs are likely to experience in situations requiring the devices’ use. Repeated practice of various scenarios will also give reps the confidence to demonstrate unique device functionality, as well as to differentiate their device against their competitors.
One element of training that’s often forgotten is that of device service and support. Decisionmakers are keen to understand how their device manufacturer or marketer will support them once they purchase the device. Training must, therefore, enable sales reps to address topics such as:
And why is this aspect of medical device training important? Often, although the one-time cost of medical devices might be high, device manufacturers and sellers earn much more – over the device’s lifetime – on maintenance and support. Empowering sales reps with intimate knowledge about such programs allows them to offer clear insight to decision-makers about expected service and support. It also enables them to sell value-added services – like extended warranties and ongoing consulting – to device users.
Medical device sales representatives need to stay up to date with the latest developments in the field to be effective in their roles. Providing regular training sessions can help ensure that sales reps are always learning and improving. This can include training on new products, new sales techniques and new industry trends. By providing ongoing training, medical device sales representatives can stay ahead of the competition and provide better service to their customers.
Finally, it’s important to measure the effectiveness of the training program to ensure that it is achieving its goals. Do this through assessments, surveys and other feedback mechanisms.
By measuring the effectiveness of the training, you can identify areas for improvement and make changes to the program as needed. This can help ensure that the training meets the needs of the sales representatives and helps them to be more effective in their roles.
Lynette Kramer is senior director, learning design & development, for KDG InterActive. Email her at lynette@kdg.com or connect through https://www.linkedin.com/in/lynette-kramer-81298515/.