Although value analysis teams are now ubiquitous across provider organizations, the influence that physicians have on the product decision-making process cannot be understated. One vocal surgeon who prefers the competition can derail an entire evaluation process.
A Premier Inc. report cites the following communication obstacles during product evaluations:
Medical device companies can combat anecdotal surgeon feedback with quantitative data to beat the rumor mill and win. Leveraging mobile technology to easily collect case data in real time from the field is a critical starting point.
Aggregating this data into actionable reports that can be shared with value analysis teams solidifies medical device companies’ roles as trusted advisors. The same process ensures products are selected using data-driven decision-making. And medical device makers that employ these tactics are seeing results.
One medical device maker jumped from a 24% product evaluation win rate in 2013 to a 90% win rate in 2017!
While the traditional physician-centric relationship sale is dead, a new model for improved medical device sales has taken its place. In order to survive in today’s value-driven market where decisions are made by committee, medical device makers must utilize a proactive approach focused on alignment and transparency.