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Medical device representative: If the product isn't eliminated, the job is secure.
Release time:
2025-03-12 09:41
In the first half of 2020, most medical equipment suppliers saw their performance drop by at least 30% due to patient loss, extremely low surgical rates, and accumulated inventory.
As the epidemic began to improve and the number of surgeries started to recover, waves of volume-based procurement, centralized procurement, and alliance procurement directly targeted consumables—the goal being to further squeeze the profits of intermediaries and reducehospitalprocurement costs and promote universal healthcare.
Poor performance resulted in sales representatives losing bonuses, some even affecting their base salaries. Volume-based procurement directly determines whether a company still needs you in this region.
No year has been as intense as this one. In previous years, if sales work wasn't done well, the impact on sales was the difference between eating beef or pork. This year, if sales work isn't done well, it's the difference between having food to eat or not.
The impact of the epidemic is temporary, while human factors are less reversible. Therefore, in the face of volume-based procurement, in addition to following national policies, the company's government affairs department,Biddingdepartment, and market department's strategies, as a regional sales representative, you should be the one to exert the most effort.
Because once a product is eliminated, it means that there is no need for a sales representative in this region. Therefore, helping the product win the bid at a reasonable Price is both a responsibility and a way to keep your job.
Volume-basedprocurementconsumables sales representatives should do the following three basic things to maintain the product's market share in the region.
Clearly understand the regional situation, including product market share and hospital Price.
For consumables sales representatives, especially those with a large number of product specifications and item numbers, they should manage their distributors well and maintain the Price within the range suggested by the market/Bidding department. Do not sell at a low Price in some hospitals for short-term gains.
Because with the national unified Price management (now all online), once any low Price is collected, it may lower the national Price.
During volume-based procurement, the total Price of the product in the entire region will be checked first, and the lowest one will be found, directly requiring you to reduce the Price by 30%, etc.
As a salesperson, maintaining the Price system is one of the job responsibilities. A reasonable Price benefits national sales and oneself.
In addition, you need to know the market share of your products in the province and city, how much of the market you occupy, how big the overall market is, and how much share you occupy.
On the one hand, if it is a product with a high market share, it will naturally be recognized by customers and expert groups, and it will have a relative advantage. On the other hand, when the company considers whether or not to include this product in volume-based procurement, providing the company with accurate data as a basis for judgment will be of great help to the company's overall consideration.
Understand the competitive situation and reasonably predict the corresponding strategies of competitors.
Know yourself and your enemy, and you will win every battle. The consumables market is complex, with countless imported competitors and domestic competitors emerging like bamboo shoots after a spring rain, engaging in Price wars.
Sales representatives often have a general idea of several core competitors, including sales volume, sales team layout, Price, distributor channels, and market share.
However, volume-based procurement is about exchanging quantity for Price. In the past two years, there have been frequent cases of unexpected success. Often, commonly used products are not selected, or not selected in large quantities, while manufacturers with generally low market recognition but acceptable quality feedback from the expert committee sometimes have unexpected gains.
Therefore, it is necessary to clearly understand competitors and reasonably estimate their corresponding strategies during volume-based procurement.
Will competitors refuse to negotiate and wait for negotiations? Or will they accept government conditions and agree to a Price reduction in the first round? What work have they done, what is the product's recognition in the region, and what is the Price?
It's too late to cram, and information gathering isn't that easy. The work needs to be done in advance. Otherwise, when discussing strategies with the company's internal team, you'll be in the dark, and how can you provide the management with accurate information for reference?
Maintain active communication with experts.
Generally, sales representatives are aware of this. Whether it's academic promotion or business relationships, communication with the regional chairman-level is unavoidable.
During centralized procurement, there will definitely be major experts in the expert committee to review. Their needs and evaluations of the product are very important.
During discussions, while hoping for their support, the most important thing is that experts have faster information and understand the specific details of Price negotiations, such as the number of rounds, whether there are any face-to-face opportunities, and whether they can bring their Mobile phones—information that will not be included in the notification.
Therefore, making a product is about building expert recognition.
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