| Medical devices are without doubt becoming more | | | | products in a non threatening environment. |
| complex. Take as an example simpler devices such as | | | | As a small Start Up or an SME with limited resources |
| Femoral Artery Closing Devices used in Interventional | | | | and budgets you may say "Great, wonderful for the |
| procedures. These devices require a skilled Physician | | | | multinationals - but how does that help me? I don't |
| to perform a number of cases in front of a trained | | | | have the resources to commit to a dedicated |
| company representative before the Physician is | | | | individual or the cash for a full time person" |
| signed off and that hospital can purchase that | | | | There are Medical Device Business Development |
| particular product. | | | | companies that have this Clinical Specialist service on |
| This is not a sales ploy by the company. If Physicians | | | | a contract basis as part of their business program. |
| were left to learn for themselves, mistakes would | | | | This service can prove incredibly valuable, particularly |
| occur that would reflect on the product, not the | | | | if you are conducting a clinical trial for CE marking for |
| user. As we all know once a product has "failed" it is | | | | instance, and need a trained individual to assist with |
| very difficult to convince the user to try it again with | | | | the training and compliance to the structure of the |
| success. | | | | study or need them to support your international |
| The answer to this was the creation first of all of a | | | | sales activities. |
| Product Specialist assisting the Product Manager. | | | | The benefits are: |
| However with time constraints, ever increasing sales | | | | It ensures that KOLs, physicians, clinicians and |
| targets and more complex time consuming products, | | | | distributors are trained to an agreed level of |
| the Clinical Specialist was born. Clinical Specialists in the | | | | competency in the specific products. These specialists |
| early days were either very skilled sales people taking | | | | will visit key accounts with an agreed frequency |
| their first step on the road to Product & Marketing | | | | which is almost impossible for traditional "Export" |
| Management, ex-Nurses or allied Professionals. | | | | staff to achieve. Enhanced customer comfort and |
| The Clinical Specialist is now an invaluable asset in the | | | | familiarity with a product will lead to repeated use of |
| Sales Team of any Multinational Medical Device | | | | that product. The presence of a Clinical Specialist will |
| company. These individuals will go into a country, | | | | greatly enhance the confidence of the KOLs enabling |
| work with the KOLs (Key Opinion Leaders) and other | | | | them to quickly become familiar with new or modified |
| potentially high volume users to ensure that all | | | | devices. This sales boost generates early revenues, |
| relevant staff are fully trained on the device that is | | | | so vital in young companies. |
| being actively promoted. This then frees up the sales | | | | Clinical specialists can spend quality time with clinicians |
| people to generate more sales and establish more | | | | in their areas, further enhancing client company |
| potential KOLs etc. The huge plus point is that a | | | | recognition and helping to identify future opportunities |
| company person has concentrated face time with all | | | | for clients. This is an ideal time for them to also carry |
| the key individuals either in the Cath Lab or Operating | | | | out market research and gather market intelligence. |
| Room which gives not only relationship building | | | | Clinical specialists are the client's eyes and ears in the |
| opportunities but the chance to promote other | | | | clinical setting. |