There are certainly pro and cons of going down the direct sales route, but overall I see it as a very positive move. Having worked in North America I have seen that hospitals often align themselves with one brand or another ie. Tosh, GE, Philips. It would be very hard for a GE rep to get any traction in a non GE hospital. This is similar in Australia. Much better to be non affiliated in the longer term, not to mention higher profit margin. It will take time for the reps to find their feet and develop personal connections etc that are essential but it will come and surpass the potential of the previous model.
If it was me I would try and engage the other providers to "package" a trophon with probe or unit sales. Selling at even a discount to increase penetration with the knowledge of long term consumables would be a good idea.
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