3. Sales reps lose access to the ORHaving technical sales reps in ORs for procedures has been an important strategy for orthopedic device companies to maintain relationships with their health provider customers — but that all changed during the COVID-19 pandemic.
To overcome the challenge, orthopedic device companies (and medtech companies in general) turned to remote solutions. Smith+Nephew, for example, inked a deal with Avail Medsystems in September to bring its high-level telecommunication system to operating rooms and surgery centers.
Stryker also experimented with remote case coverage after the pandemic hit, according to Spencer Stiles, group president of Stryker’s orthopaedic and spine groups.
The doctors, however, actually want the sales reps in the room, especially when they’re short-staffed or have newer staff, Stiles said during a DeviceTalks Weekly podcast in November. “There’s a demand then that they need our experts who know where products are, who could be there to cover, who could help make sure the right inventory is in the right place that can guide a new staff member through a procedure.”