As hospitals, labs, and other MedTech buyers limit physical access, MedTech sales organizations and healthcare systems have invested in adapting to new ways of interacting. Although many thought the adaptation would be temporary, many organizations are realizing the benefits that remote, digitally-enabled interactions can produce. As a result, it is clear that virtual selling will play a continual role as we move through the current environment and beyond. As this new model grows, sales representatives face many challenges when trying to gain routine access to stakeholders. Some of these challenges include:
- Surgeons overwhelmed with the backlog of deferred cases.
- Office staff, nurses, and physicians are inundated and, in many cases, re-organizing their offices and ensuring the health and safety of their patients.
- Conversations and interactions are not spontaneous occurrences, but rather planned dialogues that are scheduled based on the physician’s/customer’s need or interest.
- Stakeholders that are interacting directly with patients find access and time allocation waning in the face of other more pressing priorities.
Given these and associated obstacles, medical device and technology sales professionals need to enhance their digital communication skills so they are better equipped and prepared to generate the interest of customers, gain access and schedule appointments for more in-depth discussions. And once discussions are scheduled, the goal is to make those discussions productive, compelling, and valuable to the customer in a way that deepens the relationship.
This is a time when there is a true opportunity to differentiate and become the trusted partner who demonstrates an interest in the customer, the practice, and patients while demonstrating a sensitivity to the current environment.