Web Enablement Boosts Medtech Sales

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