Medical Devices Group

  • Community
  • Webinars
  • Jobs
  • Events
  • Contact
  • Go Premium
« Back to Previous Page
Petra Jongmans
Clinical Technical and Research Manager at Cochlear
June 2015
Using clinical evidence for sales
< 1 min reading time

Hi, does anyone have experience on how best to share clinical evidence within the company and how it can best be used for sales? Any input on how you do this in the company is welcome. Thanks

source: https://www.linkedin.com/groups/78665/78665-6018295792383639552

Marked as spam
Posted by Petra Jongmans
Asked on June 21, 2015 8:00 am
47 views
  • Follow
  • Unfollow
  • Report spam

Meet your next client here. Join our medical devices group community.

Private answer
On a related note: How To Increase Market Share Using Medical Claims Data http://ow.ly/OAfVP
Marked as spam
  • Report spam
Private answer
Petra Jongmans thanks, will look at that!
Marked as spam
  • Report spam
Private answer
Which market are you looking at? have a lot of experience in UK and have done a number of projects for companies along these lines for economic data, cost savings, service redesign and clinical? [email protected]
Marked as spam
  • Report spam
Private answer
Petra Jongmans thanks for these practical tips! Sounds good. Will have a look at the website asap!
Marked as spam
  • Report spam
Private answer
I have used marketing training bulletins (internal) and Clinical Highlights (external) to communicate clinical evidence. Marketing Training Bulletins are created as a sort of memo and can provide background on the study as well as a table of claims from the data along with the company positioning and messaging for each claim. Clinical Highlights are a brief (1 to 4 page) summary of the important aspects of a clinical trial, written in your own style. They can include things like trial design and results but may focus on a specific aspect of the results that you want to convey (complete with graphs and charts). Be sure to add a citation for the original publication within the document. Take a look at our website (www.tactilemedical.com) for examples of Clinical Highlights.
Marked as spam
  • Report spam
Private answer
Hi Petra I have managed sales and product teams in five leading medical companies and have used clinical evidence to help sales people gain new and improve sales. I run my own consulting company in Australia but handle the Asian Pacific market and would be interested to help. Please email me at [email protected]
Marked as spam
  • Report spam
Private answer
Ee Bin Liew do take care that the terminology, language and the claims are absolutely consistent between the sales/marketing material and the actual evidence. that'll help to ensure you're always on the right side of everyone!

Cheers,
Ee Bin
Marked as spam
  • Report spam
Private answer
Isabell Schwenkert Petra, it depends on what sort of clients you are dealing with. In my experience clinicians prefer the actual scientific paper to some meta information on a powerpoint, so the crucial thing is to have the relevant literature at hand. EndNote is a very useful tool for builing a literature database for your company because you can add files to the records and also enter user-defined keywords. The downside is the cost of the software. I would also highly recommend to have someone scan the relevant journals and PubMed on a weekly basis. I would do a key word search for pubmed, but really look at the new issues of the relevant journals each week if you can pinpoint them down to about 5 or so.
Marked as spam
  • Report spam
Private answer
Petra Jongmans Hi all,
Thanks for the great suggestions. I thought it would be nice if I share what we are already doing so far. We write internal and external literature reviews per product line, but so far this consists of rather dry summaries with no 'take home' message. We also have topic related summaries, but in the end it's all about how you get your sales force and product managers to really read the literature and understand what the key messages are. Hence my question in this discussion. We are now setting up more interactive sessions where people will need to prepare and discuss an article, but I think, reading the suggestions, we can still improve our process. We do already check pubmed on a weekly basis and our Clinical Affairs team has a very strong knowledge of the literature. Now we just need to spread that knowledge :-)
Marked as spam
  • Report spam
Private answer
Isabell Schwenkert Hi Petra, I would recommend to focus more on the customers, ie what is it exactly that they typically want to know from the sales force. And then deliver exactly that to sales in an easily manageable format. If a customer has specific question sales can always arrange a phone call with the clinical team. In my experience it is often even better to bring in the expert, simply because it is something new that keeps the customers interested. We used to do biannual sales trainings though, but mostly focused on new developments in the field.
Marked as spam
  • Report spam
Private answer
Pat Ridgely, MD In addition to the very good suggestions so far, I'd be sure to include implementation tips wherever possible and appropriate. Clinicians are getting more and more used to having the key clinical take-aways listed for them, and an important next step is to show how those can be implemented in a practical way. This can be especially important for clinicians who are not in a large academic health center. Case studies of such implementation can make a real difference.
Marked as spam
  • Report spam
« Back to Previous Page

Please log in to post questions.

  • Go to WP login page

Stay connected with us.

By signing up you are agreeing to our Privacy Policy.

Categories

  • Capital/Investment
    • Business Model
    • Funding
  • Careers
  • Design/Devel
    • Design
    • Development
    • Human Factors
    • Labeling
    • Material Selection
    • R&D
    • Trials and Post-Market
  • Featured
  • Industry
    • Announcements
    • Device Tax
    • Hospital and Health Care
    • Innovation
    • Medtech
  • LinkedIn, etc.
  • Markets
    • Africa
    • Americas
    • Asia
    • Australia
    • Europe
  • Regulating
    • CE Marking
    • EU
    • FDA
    • FDA/EU etc.
    • Notified Bodies
    • Quality
    • Regulatory
  • Selling
    • Distribution
    • Intellectual Property
    • Marketing/Sales
    • Reimbursement
  • Worth bookmarking!
Feature your job here.
logo

Companion to LinkedIn's 350,000 member community

  • Contact
  • Medical Device Marketing
  • In Memoriam
  • Medical Device Conference

The Medical Devices Group   |   Copyright © Terms, Conditions & Privacy

Medical Devices Group
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.