Now, decisions that used to be the
sole preserve of doctors are also
being made by regulators, hospital
administrators [and the procurement process] and more formalized committees of non-clinicians.
This broader set of influencers
comes with different objectives2.
Nurses, nurse practitioners, physician assistants and pharmacists are
also taking a larger role in influencing patients and physicians.
These so-called “extenders” will expand as the U.S. healthcare system
absorbs the newly insured, manages the expectation of the millennial
Millennials Want More Contact with
By Rob Murphy, CMO, MC2
According to management consultants Bain & Company, in the last 60 years, the
medical device industry relied on a single, very successful sales and marketing
strategy: “sell innovative, clinically beneficial products to surgeons and “pull” these
products through [to] the hospitals and other providers that ultimately pay for them”1.
generation, and stretches to care
for a cresting wave of aging baby
CREATE A SHIFT FOR SALES
Hospitals facing increasing pres-
sures to improve financial perfor-
mance are becoming increasingly
sophisticated buyers. The demand
for utilization management, quan-
tifiable safety data and better pa-
tient outcomes has expanded the
medical device customer profile
from the individual physician into
the C-suite, procurement depart-
ments or purchasing committees4.
Hospital buying behavior has affected the behavior of doctors as
well. First of all, we’ve seen a dramatic increase in the number of
physician practices that are owned
by hospitals. In a survey of 500
physicians across the U.S., spanning a broad range of demographics, including all ages, experiences,
specialties and size of institutions,
more than 80% of physicians feel
like it is part of their responsibility
to help reduce the total cost of care
delivered to their patients5. These
shifts challenge sales reps to access