A Little Bird
INDUSTRIES / MEDICAL DEVICES
See who is in the operating room before you compete for it.
Org maps of competitor sales representatives, clinical specialists, capital equipment teams and hospital account management, for commercial and strategy leaders at medical device companies.
FUNCTIONS WE MAP
01 Sales representatives
02 Clinical specialists
03 Capital equipment teams
04 Hospital account management
Who uses it
Commercial strategy, marketing, competitive intelligence and sales operations leaders at device companies, from large diversified manufacturers to single-product companies preparing a launch.
The decisions it informs
Territory design and rep coverage against competitors in priority accounts
How many clinical specialists to deploy for case coverage on a new system
Capital equipment sales strategy versus disposables and service contracts
IDN and GPO contracting, and value analysis committee strategy
Response to a competitor's acquisition, new product or sales reorganization
Why structure decides device markets
Device sales depend on the reps and clinical specialists in the room, who support cases, train staff and hold relationships with surgeons and purchasing. A competitor's coverage ratio, specialist depth and account structure often decide share more than product differences. That structure is not published, and installed-base data shows it only after accounts have changed hands.
Questions we answer
How many reps and clinical specialists does a competitor field in a product line, and how are territories split?
Do separate teams sell capital equipment and disposables, and how are they compensated?
How is national and IDN account management organized?
Which accounts is a competitor targeting for conversion, and with what support model?
How is a newly acquired product being integrated into the acquirer's sales force?