Powerful Medical Device Sales Guidebook

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UniversityOfHealthCare, 2005 - Medical - 126 pages
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Powerful Medical Device Sales is a comprehensive guide for the medical device and pharmaceutical sales representative on sales skills to use with doctors and hospitals while observing correct procedures and building trust. It takes the attitude that consultative selling and considerate behavior create the most productive client relationships. It covers the structure of a hospital, medical staff, the hospital pharmacy, the hospital-based pharmacist, the nursing service, policies and procedures for hospital vendors, HIPAA essentials for the sales rep, sexual harassment, FDA regulations, operating room protocols, infectious diseases, Advamed code of ethics, sales professionalism and building trust, customer management, and powerful sales communication. The guide results from the collaboration of an exceptional sales representative, a doctor, a nurse/MBA/marketing executive, and a media expert. Those readers who wish to have an accompanying program with video and interactivity should also purchase the CD version.
 

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Contents

Introduction
1
Authors
2
Powerful Medical Device Sales Introduction
5
Hospitals and the Medical Manufacturing Industry
6
The Medical Staff
16
The Hospital Pharmacy
20
The HospitalBased Pharmacist
21
Nursing Service
30
Occupational Safety
55
AdvaMed Code of Ethics
63
FDA Regulations for Medical Devices
71
HIPAA Basics for Industry Representatives
90
Sexual Harassment and the Sales Representative
97
Professionalism and The Business of Building Trust
99
Customer Management
102
Powerful Acts of Communication
121

Policies and Procedures for Hospital Vendors
32
OR Protocol
41
Infectious Disease Bloodborne Pathogens
48
Selling at the Executive Level
122
Resources
124
Copyright

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About the author (2005)

Susan Postnikoff worked as a Sales Representative and Medical Distributor for more than 12 years. Susan successfully created and managed a medical distribution company, and was particularly successful at assessing the value and potential of new technologies in the medical device industry. As Sales Representative and Territory Manager for Danek (now known as Medtronic Sofamor Danek), Susan produced consecutive sales increases of 109%, 44%, and 128% in the same geographical area, increasing the market share from approximately 22% to well over 60%. As a distributor, Susan was able to recognize the specific needs of customers as unique and different entities, and to formulate plans to meet those needs. In order to fulfill her plans, she was successful in gaining the cooperation of medical device companies to deliver the resources required to produce exceptional results. Susan credits her sales success to her ability and willingness to listen for her customers needs, preferences and way of doing business, and strategizing to address those; rather than finding ways to make the customer fit into her existing strategies. Susan has the ability to foster relationships with customers over time that result in loyalty and trust, and her customers have attested to her business ethics since her first day in the industry. During her sales career, she was called on by her employers, and also by her peers, to advise and lecture on how to succeed as a sales representative in the hospital setting. Susan also has experience organizing and leading training sessions for nurses, medical students, residents, physical therapists, chiropractors and various hospital staff members. She has received excellent reviews for her part as an organizer and leader of such training. Susan has been particularly successful in developing partnership relationships with customers in the hospitals that she has worked with, and is now consulting with some of those customers to develop hospital-specific policies and procedures and training requirements for Industry Representatives.

M. DANIEL FARB, M.D., CEO of UniversityOfHealthCare and UniversityOfBusiness, is a leader in the field of interactive management and healthcare e-learning. He received a BA in English Literature from Yale (where he set an academic record and studied with writers like Robert Penn Warren), an M.D. from Boston University, a degree in Executive Management from the Anderson School of Business at UCLA, and is currently working on a degree at UCLA in International Trade. He is a practicing ophthalmologist. He also has received two patents in ophthalmology and is working on others, has worked with the World Health Organization in Geneva and the National Institutes of Health in Washington, D.C. He has written scientific and popular articles, and has worked as a newspaper reporter. He helped Dr. Robbins edit one of the editions of Robbins' "Pathology" textbook for readability. He wrote an article on humor for the Massachusetts Review. He has experience in theater and television, including acting, directing, and stage-managing. He has programmed his own patient records database. He has written and edited hundreds of e-learning courses. Dr. Farb is a member of the American Academy of Ophthalmology, the Union of American Physicians and Dentists, the AOJS, the American Association of Physicians and Surgeons, the American Society for Training and Development (ASTD), the E-Learning Forum, the Southern California Biomedical Council, the PDA (Parenteral Drug Association), and the Medical Marketing Association.

BRUCE GORDON is the Creative Director for UniversityOfHealthCare. After receiving a BA in Economics from UCLA, he began a freelance writing career that included technical writing (such as a manual for Princess Cruise Lines), stand-up comedy routines for nationally known comedians, and screenplay writing. He has done production support work with famous Hollywood personalities on such well-known productions as Aaron Spelling's "Dynasty" and "Love Boat" TV shows. An audio-visual software specialist, he is a versatile artist, with published works in a variety of media, including music, motion graphics, and digital video short film.

Cynthia Drake achieved her MBA from the University of Houston (Texas) and has a Diploma in Nursing from Brackenridge Hospital in Austin (Texas). She has experience working with startup and development stage medical device and pharmaceutical firms. Cynthia has worked as a journalist, columnist, and consultant to the medical device industry, and has been called upon as an expert witness. Cynthia has authored several articles regarding the market for various minimally invasive surgical procedures, and has been called upon as a consultant to write over 100 customized strategic marketing reports, market research reports and traditional marketing and business plans for medical device manufacturers. As a marketing executive with a variety of medical equipment and device manufacturers, Cynthia has coordinated distribution agreements and product launches and has supervised and trained product managers around the world. Cynthia has produced exceptional sales results for both new product launches, and existing product lines as a result of implementing her marketing plans. Cynthias extensive hospital experience includes having served as the O.R. Supervisor at the Park Plaza Hospital, and as the Director of Operating Rooms at St. Lukes-Texas Childrens-Texas Heart Institute.

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