The Importance of Mobile in Medical Device Sales and Service

A new generation of mobile savvy reps and customers are changing the landscape of how information is consumed and action initiated. A mobile technology enabled sales and service model are critical for medical device company success.

Medical Device Sales and Service Reps are always in the field. One key way to improve direct customer interactions is to use mobility?mobile tools and applications that provide real-time information and productivity-enhancing features at a lower operating cost.

Critical information that helps reps help their customers; whether they are surgeons, nurses, patients, lab techs or buying committees, include:

  • Product information
  • Patient indications
  • Outcomes data
  • Competitive information
  • Purchase history
  • Pricing
  • Inventory
  • And more!

Laptops were the first big leap in productivity. These tools are great but they have their limitations?including weight, portability, and expensive hardware and software support. On cost alone, laptops and can cost $2,000 or more, whereas mobile devices (tablets and smartphones) range from $400 to $800.

Enabling mobile devices for medical device reps helps them become more responsive to customers and boosts top line growth. Apps that utilize information from CRM and ERP systems and deliver actionable, relevant data can improve the efficiency and productivity of reps significantly. Here are a few benefits for enabling mobility for medical device reps:

Product/Pricing Information: Instant product availability and pricing information are important to reps and customers. This provides them both with critical information in the field as they make their sales and service calls. They can save time on inquiries that clients may have about a product; whether purchasing a new item or repairing an existing one. Customer service and responsiveness is key in a very competitive environment. Mobile apps can provide instant information and ideally the instant ability to respond to requests.

Collaboration: Mobile devices and apps provide great opportunities for access to subject matter experts that can be critical to servicing a customer. Physicians and technicians are often hired by medical device manufacturers as medical science liaisons (MSL) or key opinion leaders (KOL) and are employed to answer questions that doctors may have about specific devices or procedures. Because both the physician and the liaison tend to have busy and unpredictable schedules, this often means a game of phone tag that can take days. With mobile, they can have a quick chat over video or even instant message, getting the physician quick answers to important questions.

E-detailing: E-detailing or detailing, uses highly visual images and content to make complex information easier to understand. Think of it as PowerPoint on steroids. It?s used quite heavily in pharma sales, and we see it starting to be used by medical device companies. Consider a company that manufactures a knee or hip joint and needs to teach physicians how it?s used. Or, a complicated diagnostic instrument requires service. A mobile e-detailing app can present information in 3-D renderings, product details, schematics and graphically demonstrate how to use the device can be used to aid in understanding or resolving issues more quickly.

Collateral: Rather than carry around loads of paper materials, brochures, service books, diagrams, and maintenance checklists; providing this information on mobile devices and apps save serious money on printing costs and distribution. And, unlike paper collateral, this information can also be instantly updated and distributed to reps and customers. More sophisticated systems can even track when materials are opened, when they are read, or provide customers and prospects the ability to comment on their contents.

Eliminating Paperwork: While forms and signatures are a fact of life in this business, making them digital both increases productivity and enhances regulatory compliance. A two-for-one. Antiquated paper forms that can easily get lost or damaged can quickly and easily be turned into digital forms. A few taps of your finger and data can be quickly logged. Use that finger to make a digital signature and the rep is on their on their way to the next call.

Cameras/Video: Cameras and videos in mobile devices can be important tools for servicing customers. If a product is shipped to an organization and a part is missing or broken, reps can communicate with field technicians to send a picture of needed parts or scan a barcode to make sure the right one is shipped to their customers. Customers can also use an app to collaborate with sales and customer service teams, sending photos or videos to help describe problems they have with the device. This can help eliminate potentially confusing and frustrating email or phone conversations and improve customer satisfaction. Isn?t that easier than trying to describe ?the blue thingamajig underneath the round tray?? Those types of conversations are frustrating for both sides, and a problem that?s essentially eliminated by mobile technology.

Mapping/Routing: Think about a rep who has a new territory (because territory realignments never happen in this industry) ? no more fumbling with paper maps or gps devices. The latest advances in mobile apps take full advantage the mapping and routing capabilities built into these devices. A rep can all of his appointments, hospitals, physicians and related data visually on a digital map and with a tap or two get instant driving directions. How?s that for increased productivity!

Voice recognition: Some have considered this the Holy Grail and tech companies have been pursuing useful voice recognition for years. With updated technology like Cortana and Siri we are literally on the verge of having good voice recognition that actually works! ?CRM make an appointment with Dr. Jones at 2 p.m. next Tuesday?. Yeah, that?s possible!

Are you ready to jump on the opportunity to increase productivity and top line growth with mobile devices and apps? With the above capabilities, medical device sales and service teams can fully utilize all the benefits mobility can provide.

For more information about Infinity?s mobile CRM solutions for Medical Device professionals, contact Infinity Info Systems at ?

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