Originally Published MX January/February
2002

INFORMATION TECHNOLOGIES

Web Enablement
Boosts Medtech Sales

A novel approach
to using technology can help medical equipment manufacturers penetrate sales
channels more effectively.

Kelly Bayer
Rosmarin

The
medical device industry relies on product experts to spend time with customers,
educating them about the various features and options available on products.
Such a human-intensive sales process is expensive, and can be slow to roll out
and to execute. With the rapid pace of medtech product obsolescence and new
introductions, and a highly competitive market environment—sometimes with
relatively short windows of opportunity for explosive revenue intake—companies
are eager to adopt methods that will help them close sales faster or reach broader
markets.

Using new technologies
that supplement a manufacturer’s direct-sales force, the expertise of human
salespeople can be tapped by both direct-sales customers and to indirect-sales
channels. Such technologies promise to emulate the performance of a company’s