As recently as just a few
months ago, sales representatives, medical science liaisons, and other
field-based employees of pharmaceutical and medical device companies did almost
all of their selling in-person by going into hospitals, nursing homes, and
doctor’s offices. Now that social distancing policies have put an end to much
of that, the communications between medical device reps and their customers have
moved online. 

Now that sales reps can’t get
into hospitals and operating rooms to coach doctors on how to use a device, a
sales enablement platform can ensure that medical professions receive only
up-to-date and compliant training material, even if they can’t deliver it
in-person.

In addition, getting customer feedback and understanding which content is resonating with the buyer is much more difficult if you can’t have a one-on-one conversation.  Good analytics tools, that should be part of any complete sales enablement solution, can help sellers understand which messages are resonating with the customer, and which aren’t.      

Synchronizes Tech Stacks

Given the complex makeup of
medical devices, utilizing compliant technical applications is a high priority.
Systems such as Product Lifecycle Management (PLM) and SAP not only help
medical device companies adhere to strict FDA requirements but also serve as a
single source of truth for their products.

The same can be said for a
sales enablement platform. While a CRM typically serves as the foundation for Sales
and Marketing and may be integrated with a marketing automation platform, it’s not enough to withstand today’s competitive
market. A sales enablement platform serves as a single source of truth for all
content and picks up where a CRM leaves off, allowing sales reps to maximize
engagement throughout the sales cycle for any buyer persona. It creates a
seamless transaction of data into all pertinent systems while removing the need
for manual data entry.

Simplifies Company Mergers
and Acquisitions

Mergers and acquisitions in
the healthcare industry have been progressing steadily over the past several
years and while it remains to be seen how COVID-19 will impact the future, more
deals are likely to continue. 

As the healthcare industry
shifts to a value-based care delivery model, more and more companies are
merging to strengthen their position in the marketplace. These newly created
integrated delivery systems are meant to streamline efforts and lower costs,
all while improving patient outcomes, remaining compliant, and increasing
revenue.

While a merger or acquisition can be a lucrative strategy, the actual dynamics of such an integration can be a bit tricky, especially if it’s global. Newly merged companies that deploy a sales enablement platform will be able to standardize workflow processes, tech stacks, collateral, and messaging—removing unnecessary headaches for multiple stakeholders including Sales, Marketing, IT, and Compliance.

Encourages a Focus on Patient
Engagement

It’s been said that patients
who engage as decision-makers in their care tend to be healthier and have
better health outcomes. This is why patient engagement, and its associated
technology, is a viable solution that patients need, and deserve, to stay connected
to better manage their health.

Sales enablement not only
simplifies Sales and Marketing collateral from a B2B standpoint but also serves
as a helpful tool for patient engagement efforts. Having a single repository
for all content, such as pre- and post-operative instructions or chronic
disease information sheets ensures the right message is delivered to the right
patient while remaining HIPAA-compliant. It alleviates time spent organizing
and distributing content so a medical device company can focus on what matters
most: their patients.

Adapts to the Complex
Landscape

The medical device sales environment is changing, and with that, sales reps need to be equipped with solutions that not only make them more efficient, but more effective. As multiple key stakeholders and GPOs are now involved in purchasing decisions, sales reps can no longer rely on a day at the golf course with a surgeon to make a sale (even if there was no social distancing). Rather, they need to understand each buyer persona’s needs, in different environments, at a much larger scale.

To optimize performance,
successful sales reps need a customized approach for each prospect, and at a
moment’s notice. A one-size-fits-all slide deck or one-pager won’t cut it if
different personas are sitting at the table, and if the content isn’t
accessible on mobile? Forget it.

By deploying a sales
enablement solution, however, the right message is delivered to the right
person, at the right time. Just like the sales environment, the marketing landscape
is changing, and the companies taking a proactive, personalized approach to
adjust to these changes will undoubtedly capture a larger share of the market.

Aligns with Big Data Trends

While healthcare data is powerful relative to patient outcomes and predictive analytics, data also plays a significant role in a sales enablement platform. These insights allow for marketers to evaluate how specific pieces are performing, where they can adjust as needed, and what future content needs to be created. This ultimately makes way for better positioning, strategy, and effectiveness.

Data is inarguably the
backbone of any technical application, but its importance weighs heavier when
it comes to a patient’s well-being. If population health data enables a
more-informed treatment decision and improves patient outcomes, imagine what a
sales enablement platform can do for Marketing and Sales within a medical
device company.