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Personalizing the Buyer’s Journey in the Medical Device Industry

Personalizing the buyer’s journey is essential for both sales and marketing teams in the medical device industry. With a variety of different people reps need to cater to, materials must be created in a way that addresses each of their unique needs. Distributing the same message to all buyers won’t work in a competitive and crowded market.

Today’s buyers are more educated, have more choices, and value personalized interactions with sellers. Effectively delivering the right message to the right person at the right time in a compliant manner promotes customer engagement and provides medical device companies with a competitive advantage.

Sales enablement solutions also allows reps to follow up with product and value-based materials and track how their buyer engages.

We held a webinar on the topic of personalizing the buyer’s journey in the medical device industry and received a lot of great questions. We’re sharing some of them and our take on the answers below.

1. How can sales enablement address the issue of balancing product messaging and value messaging and remain compliant?

With a sales enablement solution, reps are easily able to access product and value messaging materials on the go.  Whether a sales rep is preparing for a meeting in a hospital parking lot or walking and talking with physicians, they can share materials ranging from a ROI calculator to a product brochure with specs and pricing.

Additionally, sales enablement solutions ensure that reps are not relying on outdated materials that have been downloaded to their computer or created years ago. Reps can instead be confident that they are using the most up-to-date and compliant materials on the go, offline or online.

2. As you begin the sales enablement implementation process, what is typically the biggest challenge?

Challenges vary from organization to organization, but content is likely the common denominator. Implementing a sales enablement solution creates an opportunity to understand what your content library looks like. However, many organizations must first figure out where all their content lives and if they have too much or too little content to serve the needs of their buyers at all stages in the buyer’s journey.  Ultimately, while content management can be a challenge for many medical device companies, the implementation process provides a chance to start fresh.

3. What tips/advice could you give the champion leading the sales enablement implementation for a smoother implementation process?

It is crucial to get strong cross functional buy-in. Having this buy-in ensures that you’ll see adoption from the start. All departments from sales to marketing should go into the process with common goals, both short term and long term to set the organization up for success with sales enablement.

Additionally, the more a champion can tie the initiative to a compelling moment in the organization, the more success the project will see. For example, sales kickoffs, mergers and acquisitions, and product launches are all great ways to associate sales enablement to corporate initiatives.