MEDICAL DEVICES SALES TRAINING
DEVELOP ELITE MEDICAL SOLUTION SPECIALISTS
Elevate your sales force into healthcare's most sought-after solution advisors through our comprehensive device training curriculums. Leveraging virtual role-plays, branching simulations, and interactive modules, our multi-modal programs equip your teams with mastery of value selling, account management, and regulatory proficiency. From quantifying economic value and building stakeholder consensus, to navigating reimbursement and penetrating GPOs, our tailored tracks upskill your reps to outmaneuver competitors. Cultivate commercial excellence by certifying your sales professionals in the latest clinical insights, strategic negotiation tactics, and territory optimization best practices demanded in today's complex healthcare landscape.
Pre-Training Assessments
- Interactive roleplay simulations with branching scenarios to assess skills like physician questioning, handling objections, and explaining device features/benefits - Immersive virtual role-plays and scoring based on rep choices when conversing with physician avatars. Scenarios will cover various situations like initial product demos, overcoming cost objections, competitive
counterdetailing, etc. - Online quizzes and tests on medical device regulations, hospital procurement processes, reimbursement landscapes - Self-paced eLearning modules covering key regulations (FDA,
Anti-Kickback, Off-Label), hospital value analysis committee processes, Group Purchasing Organization (GPO) contracts, payer coverage criteria and coding/billing requirements.
Integrated quizzes and knowledge checks. - Score cards automatically grading skills demos and knowledge assessments - Personalized dashboards showing strengths and development areas across assessments. Scoring rubrics provide detailed feedback on skills like needs analysis, presence, motivational interviewing, value communication, and more.
Medical Device Sales Skills Training
- Sales Communication
- Email/Call Etiquette - Principles for crafting concise yet impactful emails/voicemails tailored
to device sales cycles. Templates for cold outreach, following up, sharing technical resources.
Best practices for professional persistence. - Presentation Skills - Techniques for delivering clear, visually compelling device presentations
that explain technological advantages, key clinical evidence, ease of use and economic value propositions. Virtual practice sessions with peer and instructor feedback. - Questioning - Methodologies like SPIN Selling to ask insightful questions that uncover hospital/physician needs, challenges, treatment preferences and buying motivators specific to
devices. Real play exercises. - Active Listening - Strategies for building rapport through engaged listening, verbal/nonverbal
affirmations, reflective responses and expressing empathy. Role play with coaching on optimal
listening approaches.
Value Selling
- Communicating Clinical Value - Frameworks for highlighting improved clinical outcomes, reduced complications, shorter procedure times and other technical/usability advantages of devices over predecessors or competitors. Case study exercises.
- Quantifying Economic Value - Models to calculate cost and time savings, return on investment (ROI), cost over lifetime of device and other economic impact metrics. Tools for customizing ROI analyses.
- Crafting Value Propositions - Methodologies for developing clear, differentiating value propositions tailored to the specific needs of physicians, nurses, providers, administrators and other key stakeholders.
Sales Negotiation
- Pricing Strategies - Tactics to confidently defend premium pricing through value justification.
Principles of price anchoring, discount schedules, bundling offerings and creative deal
structures like gain-share agreements. - Overcoming Objections - A library of common pricing, contracting and adoption objections faced in device sales, along with field-tested responses and strategies to neutralize pushbacks.
Scenario-based practice. - Navigating GPO Contracts - Approaches for working within Group Purchasing Organization (GPO) pricing contracts while protecting margins. Identifying gaps and positioning differentiated value.
Strategic Account Management
- Pre-Call Planning - Researching accounts through available systems, databases and open sources to understand current device usage, initiatives, budgets, personnel and priorities ahead of sales meetings. Pre-call planning templates.
- Account Mapping - Methodologies to identify and map out all key stakeholders within an
account including physicians, nurses, business decision makers, and influencers. Determining
roles, organizational relationships and needs. - Opportunity Management - Best practices for identifying, qualifying and progressing sales opportunities through the pipeline stages. Managing opportunities in a CRM, forecasting deal close probabilities, and developing strategic plans to advance deals.
- Navigating Buying Processes - Understanding the nuances in capital purchase versus consumable decision criteria and approval flows at different account types (hospitals, IDNs, ambulatory surgical centers). Mapping out decision committees and functional roles.
- Clinical Evidence Integration - Techniques for persuasively leveraging clinical trial data,
peer-reviewed studies and other technical evidence for the device's efficacy and safety.
Developing supportive proof points. - Building Consensus - Strategies for securing buy-in across the often distinct functional needs of clinicians, technicians, administrators, finance groups and other cross-functional stakeholders involved in device decisions.
- Negotiation Management - Planning for pricing discussions by calculating walk-away points and reservation prices. Determining negotiable non-monetary tradeoffs. Expected tactics and
countertactics.
Customer Engagement
- Segmentation Strategies - Developing segmentation models to categorize accounts and providers based on attitudes toward new technology, adoption personalities, clinical
perspectives and motivators. Creating tailored messaging and influence plans for different segments. - Physician Education - Approaches and tools for elevating physician mastery of disease states, treatment landscapes and related clinical practice areas to prompt demand for devices addressing key challenges.
- Patient Focus - Communicating the patient quality of life improvements, recovery benefits and other positive human impacts enabled by device capabilities. Leveraging patient testimonials and outcome data.
- KOL Mapping - Identifying and developing relationships with local key opinion leaders who significantly influence procedural preferences and device adoption decisions across their networks and geographies.
- Referral Network Development - Tactics to cultivate a network of physicians who actively
refer patients into practices that leverage the latest interventional and surgical devices.
Navigating Healthcare Environments
- Hospital Value Analysis - Understanding hospital value analysis committee processes including clinical evidence thresholds, cost-benefit calculations, contracting policies, and device trialing procedures needed to gain new technology approvals.
- IDN Account Management - Developing aligned account plans and buyer profiling across the fragmented facilities and stakeholders of integrated delivery networks to enable a coordinated penetration strategy.
- Reimbursement Landscapes - Analyzing payer coverage policies, pre-approval gating
criteria, NTAP/TPAD/DRG reimbursement codes and billing protocols critical for ensuring providers can get devices reimbursed. - Operating Room Dynamics - Instruction on adaptable selling approaches, observational techniques and ways to provide value-added support for operating room staff, surgeons and other clinical users in this high-stakes setting.
Regulatory Compliance & Ethics
- FDA Regulations - Detailed overview of applicable medical device regulations, classification processes, investigational use requirements, regulatory submissions (510k, PMA), facility inspections and post-market surveillance.
- Anti-Kickback, Stark Law - Guidelines on compliance with fraud and abuse laws restricting payments, gifts, business courtesies and other remuneration that could improperly influence
medical device referrals. - AdvaMed Code - Examining the ethical principles and revised rules around interactions with healthcare professionals from the Advanced Medical Technology Association's code of ethics.
- Product Responsibility - Protocols for ensuring proper patient safety, adverse event reporting mechanisms and monitoring/documentation obligations for device sales reps across all activities.
- Due Diligence - Preventing off-label promotion by ensuring all product positioning, messaging
and marketing collateral hews strictly to approved labeling. Strategies to maintain fair balance. - Conflicts of Interest - How to identify potential conflicts of interest stemming from personal/professional relationships or financial incentives. Establishing boundaries to avoid
improprieties, disclosure requirements.
Post-Training Assessments
- Comprehensive skills simulations assessing all core capabilities - Immersive, multi-part
scenario simulations putting the full range of skills into practice from initial needs discovery through patient/clinical/economic value presentations and negotiation/objection handling. - Certification exams on product knowledge, regulations and processes - Tests measuring full
command of medical device technical specifications, clinical data, reimbursement protocols and regulatory policies. Integrated case study questions.
FAQs
Our course content is continuously updated based on the latest FDA regulations, AdvaMed Code guidance, and fraud & abuse laws. We have in-house regulatory experts that review and validate all materials. Scenarios also reinforce real-world examples of compliant and non-compliant practices.
Absolutely. We start with an in-depth analysis of your device pipeline, technology platforms, clinical use cases, and targeted providers/facilities. All content, case studies, and skill practice are then fully customized to reflect your unique selling scenarios.
We utilize a blended model that combines self-paced eLearning, virtual instructor-led sessions, and immersive in-person workshops. This allows flexibility while ensuring ample opportunity for hands-on skill application through live role-plays, clinician panel discussions, and training room scenarios.
Effectiveness is measured at multiple levels - knowledge checks, certification exams, skills evaluations by certified coaches, and real-world field observations. We also analyze business metrics like call quality, opportunity progression, and territority performance pre/post-training.
Efficacy is measured through pre/post training assessments, simulation scoring, phishing tests and examinations validating durable behavior change. The immersive, multimedia content leverages Hollywood-quality live-action video, relatable offices scenarios and even VR simulations to captivate learners.
Definitely. We offer several post-training services like virtual coach-the-coach sessions, training reinforcement tools for managers, ride-along coaching, and continuous performance analyses/recommendations to ensure learning sticks and meaningful business impact is achieved.
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LET’S WORK TOGETHER
Whether you require an intensive onboarding curriculum for new medical devices sales representatives - or - a focused upskilling initiative for tenured teams, our learning architects will collaborate closely with your stakeholders to craft an immersive, multi-modal experience. Contact us today to discuss partnering with our industry-leading training professionals.
Attempting to scale our eLearning team internally to meet rapidly growing content demands would have entailed tremendous recruitment costs and delays.
Engaging Genius Publicity's LAAS solution
provided us with a proficient eLearning team immediately,
enabling us to boost productivity sustainability without prolonged hiring efforts.
CLIENT:
CHRIS -
As a small L&D department, we struggled to produce training content quickly enough for the organization. Partnering with Genius Publicity & leveraging their LAAS offering was tremendously valuable. Their team of experienced eLearning professionals empowered us to accelerate course development enormously. What previously would have required years of internal effort was accomplished in a matter of months.
CLIENT:
SARAH -
"Partnering with Genius Publicity for their LAAS solution was the best decision we made from a corprate training perspective. Their rapid course development and localization enabled us to upskill employees globally at the pace our fast-changing industry demands!"
CLIENT:
MARK -
