The global medical device industry was worth $348 billion in 2013 and is expected to grow even more in 2014. Respiratory equipment, catheters, patient monitoring and dental equipment are by far the largest categories of medical devices that are expected to grow as new products are introduced in 2013 which include stents, catheters and meshes. Many companies are also growing by acquisition and now their reps need to cut through the marketing noise, get through to the physician, provide more value, and respond to the RFP in a timely fashion.
In 2013, there were over 30 companies that grew by acquisition. These were important medical device mergers and acquisitions that included companies like Thermo Fisher, Medtronic and Repligen. Since mergers and acquisitions happen all the time in the Medical Device world, CMO’s and CIO’s meet on a regular basis to discuss not only how the two cultures will mesh, but how information on all the medical devices will be stored, organized, presented, shared and tracked across all channels while still providing value to the sales rep, physician and patient. Doing this right across all product lines, brands and regions is even a greater challenge, and to address this challenge, physicians and reps have requested for better ways to access and consume content.
Growing a physician’s practice and increasing sales is all about delivering more value to the HCP. Putting the needs of the physician and patient first while enabling the sales force to present and share content on the latest medical device technology is critical. Time is also of essence. Reps often need to share product literature, procedure information, clinical papers, fact sheets and training materials with the physician and they also need to cut through all the noise. It’s no wonder CMO’s of some of the largest medical device companies have turned to the SKURA SFX sales enablement platform to cut through the noise with 3D content curation and delivery.
Showcasing 3d rendered medical devices improves customer engagement by 76% and enables Medical Device reps to tell a better story while keeping physicians actively engaged. 3D creates a highly interactive and engaging experience for physicians and enables them to dive deep into medical device technology, interact with it and ask for more information; and SKURA SFX enables this experience across all channels and all devices and allows reps and CMO’s to track this engagement back to the CRM. This experience cuts down the decision time for the physician, sales cycles get shorter and forecasting gets more accurate and ultimately drives more sales to the company.
- 3D brings more value to the physician enabling them to explore the latest medical device. It opens up a two-way dialogue and is highly interactive. HTML5 content should be part of the physicians web experience and SKURA SFX mobile sales enablement provides a reliable, scalable solution to aid in the planning, organizing, presenting and tracking of mobile content. The physician will be empowered to interact with your 3D content anytime anyplace, offline and online across all devices and channels, most importantly all of this information will auto-record back to the reps CRM system so they can sell more intelligently.
- Today, physicians expect very tangible and tactile experiences and although face-to-face engagements will never be replaced, remote meetings are increasingly being requested by physicians due to lack of time - and once again, this is where 3D rendering of medical device technology increases business revenue and ensures an opportunity is never missed to convey the right story at the right time across the right channel.
- Physicians also recognize that HTML5 content which is highly interactive decreases the amount of time that is needed to communicate information to a patient and optimizes the patient experience. However, sales reps need to communicate information about the device to the physician, and the physician needs to communicate that same information on the device and procedure to the patient. Physicians and surgeons can use 3D rendering to transfer knowledge to the patient about the device, procedure and disease. In addition, this information can be tracked. The data can be gathered and real-time feedback can be provided to the company which can be used to predict future trends.
Enable your company and reps to bring more value to the doctor, exceed expectations and grow orders for all your medical device product lines. Instead of waiting for your rep to drop into the physician’s office in 2-3 weeks, enable them today to present 3D content across all devices and all channels of communication.
There’s a cost effective way to mobilize and enable your sales reps to tell a better story with 3D content while increasing engagement, and the process can be all the more easy. Send us a 3D image of your model and we will help you get started.
