Breaking in to Medical Sales

By Rick Fromme

Medical sales representatives have long enjoyed a reputation of having careers that provide them with satisfying remuneration; flexible time schedules; perks, bonuses, and allowances, and the prestige of working with doctors and other VIPs in the medical profession. When someone says they work for one of the top medical supply firms such as Medtronic, Pfizer, Amgen and Cardinal Health, most of us sit up and take notice.

Good news: The number of medical sales jobs posted online is currently increasing. There was a 16% increase in the number of medical sales jobs posted online over the number posted in January 2013. In fact, though the numbers fluctuated somewhat during the sequential months of the year, each quarter averaged a higher job count than the previous one. Pharmaceutical topped the list last year, followed by biotech jobs. Medical device sales did take a small hit due to the rollout of the medical device excise tax, but the number of open medical device sales and marketing jobs actually remained fairly steady throughout 2013. As I stated in a previous blog, “Health Care Jobs Outlook is Jammin’!” health care is still — and will remain for the next decade — the fastest growing industry in the US. The medical device, biotech, and pharmaceutical sectors are doing well. This is all favorable news for medical sales professionals and especially for those hoping to find a new opportunity in the industry. While there may be fluctuations in certain sub-sectors, the outlook for the industry overall appears robust. 

English: Modern Heart-Lung Machine עברית: מכונת לב-ריאה מודרנית (Photo credit: Wikipedia)

Many medical sales representatives, like health care workers, have science or allied health degrees and/or may have had a background in the medical field before they transitioned into sales. For some companies, 

previous training in a medical specialty is a prerequisite. In fact, depending upon the type of product you’re representing, you’ll be required to go into the O.R. to help train and/or work with doctors and other key medical personnel to teach them about or assist with your products. In this case, you may even by on call. Your success as a medical sales representative will often depend upon your ability to adapt to the demands of the firm and type of product(s) you’re selling.

Outside In

That being said, sometimes it isn’t necessary to have an academic degree or previous sales experience in the medical or health care industries. Some medical companies will look at B2B reps that have proven themselves selling business office equipment such as copiers (i.e. Xerox, Danka). Also, many companies will look for entry level salespersons that have sold consumable goods for a Fortune 500 company (i.e., Nestlé, General Electric, Apple, Caterpillar, etc.). These representatives get good training experience by starting out their sales careers in these non-medical arenas.  Another good way to break into medical sales is to take an associate sales position within a company.  While the remuneration isn’t the same as a full-fledged representatives, this an excellent way to get your foot in the door and prove yourself, especially if you don’t have any previous medical sales experience.  Another approach to obtaining a job in medical sales is to work for a smaller medical distributor. This way, you can gain valuable experience and build relationships with doctors and clinicians before taking a direct sales job with a bigger firm.

Inside Out

If you hope to build a career in medical sales, there are a couple of questions you should ask yourself:  What is/are the type of medical sales I’d like to pursue? What type of sustained effort am I prepared to make to enter and — and ideally be successful — in this, venerated, growing albeit highly competitive field?

 

There are several different types of medical sales. Some industry professionals refer to them as “capital” and “non-capital” sales, while others use the terms “consumable” and “non-consumable” sales.  Take a moment to think about of anything a doctor’s office, medical laboratory, clinic/doc-in-the-box or hospital may need to purchase:

• Durable Equipment — surgical tools, imaging machines, hospital beds, laboratory equipment, robotic surgery equipment, etc.
• Implantable Devices — valves, sutures, screws, tubes and anything else that may be inserted into a patient’s body (permanently or temporarily)
• Consumables — laboratory reagents, wound care products, medical disposables, sharps, etc.
• IT Equipment — hardware, software and peripherals
• Ongoing Services — equipment maintenance, personnel recruitment, payroll assistance, employee health insurance

Initially lured by the prospect of bringing in a lucrative paycheck, your first instinct might be to go after those jobs that offer the highest commissions.  However, the competition for these positions is ostensibly keen.  Before you consider going after that medical equipment or software sales job, you should consider which type of medical sales job is best suited to your personality. (Incidentally, MedMasters offers several personality assessments for its members.) Just as in non-medical sales, the handsome sales commissions usually require you to be concomitantly more competitive. Conversely, pharmaceutical or consumable sales representatives usually cultivate skills that focus more on relationship building and education, rather than driving hard towards the close. Distributor sales or device sales may be for you if your personality is somewhere in the middle. Competent selling techniques and relationship building skills are necessary as they require sales reps to demonstrate how to use certain products and obtain refill orders.

While national firms such as Boston Scientific or Merck may be the first to come to mind when you think of medical sales employment options, there are thousands of medical companies that require motivated, hard-working salespeople to get their products into the hands of the medical community. 

Generally speaking, there are two principle sub-categories of medical companies. Manufacturers (such as Stryker and Medtronic) research, develop, produce, and sell their own products. Distributors (such as PSS and Medline) sell products on behalf of manufacturers. Distributors may have a broad catalogue of products or focus on particular markets, such as spinal implants or cardio-thoracic equipment.

Actionable Interactions

Once you identify the type of medical sales you would like to pursue, you should research companies that offer these products or services. Visit their corporate websites; they may even have job openings posted online to which you can apply. Research the company on MedMasters to see if you know anyone (or know someone else who may know someone) who works for them. MedMasters makes it easier to contact corporate recruiters because of its proprietary MedMatch software and MedMail feature. You can also research medical sales staffing agencies online. Many medical agency recruiters have public profiles on MedMasters and most are amenable to queries from potential applicants who’ve done their homework and are intent on getting into the medical sales industry.

Additional Activities

English: Description: Social Networking Source: own work Author: koreshky Date: 12/10/2007 (Photo credit: Wikipedia)

Spend a day in the life with a sales representative ... or even more time if her/his schedule is highly varied (i.e., sales appointments one day, working with medical personnel in the O.R./ surgical training lab another). Ask questions and take good notes. Inquire how to be successful and competitive in their field. Make contacts with the facilities or doctors who are their client base.

Work with your professional network. Set up a profile on MedMasters if haven’t yet done so. Consider joining sales groups such as Sales Café to increase contacts and gain sales knowledge.

Diversify and expand your networking efforts. According to “Forbes,” up to 80% of all new hires are made without the job they apply for ever being formally posted to the public. Changing and expanding your networking efforts is critical. 

Learn about and improve your sales skills. Read books, search online, attend seminars and take courses (in person, online). Carefully observe a good salesperson with whom you may be interacting.

Learn how to ace telephone interviews (see my previous blog, “Topmost Tips for Terrific Telephony”). Many initial (or follow-up, post email) contacts with recruiters and hiring managers are over the phone, so making a strong first impression in a phone conversation/interview is important.

Picture taken during the GLAM-WIKI UK conference, November 2010, British Museum. The conference attendees at a tea break. (Photo credit: Wikipedia)

Attend a conference. Participating in a local, regional or national conference in your field of choice will greatly facilitate your ability to speak professionals, increase your network, and possibly provide you with inside information about potential openings.

Despite some uncertainties — increasing pressure and stress in medical sales jobs, new policies and regulations, managed care challenges, and access to health care — will continue to affect medical sales. However, as with other health care professions, the overall outlook for medical sales jobs remains positive. 

Rick Fromme combines entrepreneurial enthusiasm with an insider's knowledge of the medical industry to co-found MedMasters.com. Both his drive and perspective helps provide health care professionals with a superior mechanism with which to communicate, network and market their strengths. Prior to founding MedMasters.com, Rick operated a highly successful medical device distributorship. Other milestones in his 12-year career in the medical industry include a key position at a medical device start-up company that was later sold to the Ethicon Endo division of Johnson & Johnson. You may also reach Rick by connecting with him on Facebook, Twitter, Google+, LinkedIn and YouTube. 

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