5 steps to operationalize commercial excellence in MedTech

1. Improving Targeting with Precise Provider and Site of Care Data

By relying on detailed procedure data and market insights - rather than experience and anecdotal evidence - your sales teams can find previously hidden opportunities, spend less time qualifying leads and more time selling, and fully understand the competitive landscape.

"Before, we just didn't have the data to know where to target and where to prioritize our efforts," Emily Halley, Senior Omnichannel Development Manager at Olympus explained. "AcuityMD has minimized the time it takes for reps to identify targets and personalize their conversations."

2. Use AI to Create Insightful Call Plans

AI can provide comprehensive background on a provider and impactful talking points to reps in just a few seconds, allowing them to quickly understand any provider's recent clinical trends, professional history, peer network and more to tailor a pitch that meets the provider's distinct needs.

"With Call Plan, you're going to get more engagement and more touches," notes a VP of Sales at a Top 100 MedTech company. "In one click, you can get a ton of information. Why wouldn't you use this every time you walk into an account?"

3. Streamline Pipeline Management

By giving their reps a simple, mobile-friendly pipeline solution, sales leaders can get the critical field data they need to understand pipeline health and performance. But it's also important for leaders to emphasize the benefits reps will gain from this process.

David Soler, VP of Business Development and Marketing and HealthTronics points out, "You can have the best technology out there, but you also need the people to drive it." Thanks to Soler's focus on benefits over process, "We have 100% of our team using AcuityMD and we're building a comprehensive playbook from the data we're collecting. It directly informs executive decisions."

4. Disrupt Referral Patterns

Reps that want to create educational events or marketing campaigns that connect referring providers to the specialists offering their newest treatment haven't had a way to know who to target without a lot of legwork or guesswork.

Teleflex is using AcuityMD Referral Pathways to understand the connections between patients, providers, and treatments. According to Anthony Parrillo, Global VP of Marketing, "We can isolate the primary care physicians only referring to urologists that are doing more invasive procedures. And we're using this data to allocate our marketing dollars in a highly impactful way."

5. Align Territories to Opportunities

Sales leaders can ensure that existing territories have equitable opportunities, or create expansion plans that strategically align resources. This is what Providence Medical Technology did when they were scaling up their sales team to help new reps ramp up faster.

As Jeremy Laynor, Senior VP of Sales explained, "We could carve two or three customers out and give them to the new reps to seed the territory so it had momentum to start. That's a lot different than starting from scratch."