BECOME AN EXPERT IN THE OR
Are you an Asset or a Monkey in the OR?
I was in a case where I had never actually seen the product. It was a last-minute schedule change and I was asked to fill in for the rep who was supposed to be there, but was unable because he was in another case. It was a hammer toe implant. Simple. What could go wrong? I have covered 1000 total ankles; I can figure this out.
I had no idea how the implant worked, the sizes offered, and didn’t have any surgical pearls to offer. I was standing in the room prepping the back table with a pit in my stomach. I was not prepared, “this is not how I do things” I thought. I studied up on the technique guide in the locker room and I fumbled through the case, which ultimately went fine, but I didn’t do my job that day. I was a C player at best.
Never again. I was an experienced rep who was not prepared. Big case or little case…no excuses. No matter what the case, always be prepared. Anyone can be a C player in the OR. In order to establish trust and confidence in the staff and the physician, you need to take your game to another level. The MedEd Pyramid is a simple guide to being an asset vs a monkey in the OR. Anyone can open a box, perfect your craft and be a master of the OR.
You cannot sell confidently if you do not know the product inside and out!
Company Training Programs
Whether you are working as a 1099 rep for a distributor or a W2 for a device company, some basic training will be provided to you. This is typically a weeklong program where you will be drinking from a fire hose. The training will cover the basics from anatomy to the nuances of your product line. This is a good start, but like anything else your value will be determined in how hard you work outside of these corporate entry level MedEd classes.
Take the building blocks and training materials provided by your company or distributor and get to work expanding your knowledge base.
MedEd Training Pyramid
The MedEd Training Pyramid created by Demobone is a simple framework for self-motivated reps looking to make their long-term mark in medical device sales.
Self Study – “See One.”
- Good – Understand the Anatomy, Desired Outcomes, Literature, and Competition
- Better – Watch Animations and Surgical Procedure Videos
- Best – Observe cases with Senior Reps
The base of all knowledge can be feed to you, or you can dig in and find it yourself. It is your job to be prepared and you control how much time you put into studying your craft. Study your anatomy, know your products features and benefits, and learn the competitive landscape and where you fit in. Finally, observe as many cases as possible.
Hands On – “Do one”
- Good – Review the Technique Guide and Create a step by step Written Case Plan
- Better – Dry Run with Surgical Trays and use VR training modules if available
- Best – Perform a mock surgery using a Demobone or Cadaveric Specimen
Prepare for each case as if you were going at it alone. Get your hands on the product and implant the product on a training model. Think about worst case scenarios, like missing k-wires and drills. Practice setting up the back table and work through the steps of a case.
Become the Expert – “Teach One”
- Good – Teach one of your peers or a resident about the product and procedure
- Better – Sell the problem-solving nature of the product and train a doctor on the product
- Best – Staff a case and add value when appropriate
Becoming an expert requires experience. If you do not prepare, your opportunities to become an expert will be short lived. No one can be an expert in one day, focus on getting better daily. Build relationships by building trust! If you need help or do not know the answer – ask for help.
- Self-study is a task you can control; it is your job to be prepared.
- Take advantage of the medical education opportunities offered by your organization and create your own.
- Take the lead on resident and physician education in your territory.
