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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.

Flurries of sales studies quantify a shift in the role of the salesperson of today. Data shows a steady decrease in the amount of time that on-the-clock salespeople spend actively selling. Now, representatives spend the majority of their workday concerned with other tasks, like planning sales calls and researching their prospects. Most studies suggest that less than 50% of salespeople’s time is spent delivering traditional sales presentations.