People continue to gloss of the realities of doing business in the healthcare. It is complicated and it takes along time for all of the pieces of the puzzle to fall into place. Negotiations take months and sometimes years to complete and then you need a sales team to be in theatres working with the surgeons to drive the sales. Just because you have one a new hospital doesn't mean the surgeons are going to roll out the red carpet and welcome the new supplier arrangement. They have particular products that they like to use and they often have good relationships with manufacture reps from the companies in which products they prefer to use.
To covert a hospital to a new product range just takes time pure and simple. The people who whinge about hiring sales reps have know idea what they are talking about. You cannot grow and develop the sales at the rates that everyone wants without them.
If you believe in the products and the management team the sales will come! A well managed sales team will deliever the results but it takes time especially with some of the newest products in which the surgeons need additional support.
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