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In all aspects of life, people advocate for and use the technology that they find efficiently and effectively enhances their performance. Your orthopedic device is no different. Surgeon influence can lead to tremendous adoption of technology in the orthopedic industry.
That’s why orthopedic sales reps need surgeon champions. But how do you find one? First and foremost, you must understand who you’re talking about.
When identifying a surgeon champion, you’re looking for a person with a problem that you can solve and who is good at teaching others. You are not looking for a prominent orthopedic surgeon in your territory in hopes that they may or may not see the potential value in your device. Your best targets will likely come from your current users. Unless, of course, your device is new to the market.
A surgeon champion likes to teach, is an active user of your device and knows it thoroughly. Their expertise and excitement for the technology will come across as organic authenticity when they speak to their peers. Having one or two of them in your territory can help by lending credibility to your cause.
Let’s plan how you’re going to find your next surgeon champion.
1. Identify Your Targets
Start with identifying criteria before adding surgeons to your list. To do this, you must know your local market’s competitive landscape. What other orthopedic companies are you selling against? Some companies are prominent in specific territories and non-existent in others. Your surgeon targets should be able to address the competing devices in the market. Don’t forget about accessibility. Can you easily make contact with your targets?
2. Do Your Research
Once you have an initial list of surgeons, get to know everything you can about them. Is this physician a current user? If not, have they expressed interest in your technology in the past? Do they have a need that your product treats? Utilize your network, attend specialty conferences and leverage online platforms (LinkedIn is great for this) to gather information.
3. Reach Out
When you’ve created a final list of surgeon targets, reach out to introduce yourself to each one with a concise and personalized email or phone call. Clearly state your purpose, including how you believe their expertise aligns with your product’s benefits. If your product doesn’t have current users, take the time to clearly state the clinical benefits of your device. How can your device enhance patient outcomes, improve surgical technique or address their unmet clinical needs?
Request a meeting — in person or via Zoom — during which you can make a personal connection to discuss their needs and potential collaboration opportunities.
This step is where you build rapport and credibility, which can be accomplished with thorough preparation. Let each surgeon know that you’ve researched their background, publications and recent achievements. Be genuinely interested in their challenges, goals and the broader healthcare landscape. Listen actively and ask insightful questions to demonstrate your understanding of their specialty and challenges. Most importantly, have a plan. Show the surgeons that you have a clear path to helping them before you ask them for help.
4. Follow Up
This step is essential. It shows your target surgeons that you are serious. Establish your lines of communication by asking them if they prefer a text, phone call or email. Respect their privacy but also keep the conversation moving. Some surgeons might object to one of your inquiries or requests just to see how you handle it. Answer their questions or concerns promptly, even if it requires delivering bad news. This proves to the surgeon that they will not be on this journey alone.
5. Acknowledge Other Stakeholders
Make sure that you identify all individuals involved in the product adoption decision-making process. This often includes nurses, administrators and C-suite executives. If you want to stand out from your competition, don’t forget this step (everyone else does). You are doing two things by introducing yourself to these stakeholders. You’re showing them that you believe in your proposition enough to get everyone involved, and that you are taking a portion of the work off your surgeon customer’s plate.
6. Remain Persistent
Persistence shows your surgeon champions that you are serious about their involvement. You can demonstrate this by not giving up when delays and obstacles are placed in your way. Text surgeons if they haven’t responded to an initial email or phone call. And remember, the conversation needs to be about them and not about you.
The process of connecting with surgeon champions takes time, and the formula might vary based on how well you already know the surgeons. The work is just beginning once you’ve secured your surgeon champions. Now you must continue to be supportive and responsive to their needs as they seek ways to educate other surgeons on your product. Assistance with podium talks and new product advocacy are just two ways in which they might seek your help.
Remember that this is a long-term relationship. You also must manage expectations from your manager. It sounds like a lot, but when done right, cultivating relationships with surgeon champions can be one of the most important and satisfying activities of your career.
In all aspects of life, people advocate for and use the technology that they find efficiently and effectively enhances their performance. Your orthopedic device is no different. Surgeon influence can lead to tremendous adoption of technology in the orthopedic industry.
That’s why orthopedic sales reps need surgeon champions. But how do you...
In all aspects of life, people advocate for and use the technology that they find efficiently and effectively enhances their performance. Your orthopedic device is no different. Surgeon influence can lead to tremendous adoption of technology in the orthopedic industry.
That’s why orthopedic sales reps need surgeon champions. But how do you find one? First and foremost, you must understand who you’re talking about.
When identifying a surgeon champion, you’re looking for a person with a problem that you can solve and who is good at teaching others. You are not looking for a prominent orthopedic surgeon in your territory in hopes that they may or may not see the potential value in your device. Your best targets will likely come from your current users. Unless, of course, your device is new to the market.
A surgeon champion likes to teach, is an active user of your device and knows it thoroughly. Their expertise and excitement for the technology will come across as organic authenticity when they speak to their peers. Having one or two of them in your territory can help by lending credibility to your cause.
Let’s plan how you’re going to find your next surgeon champion.
1. Identify Your Targets
Start with identifying criteria before adding surgeons to your list. To do this, you must know your local market’s competitive landscape. What other orthopedic companies are you selling against? Some companies are prominent in specific territories and non-existent in others. Your surgeon targets should be able to address the competing devices in the market. Don’t forget about accessibility. Can you easily make contact with your targets?
2. Do Your Research
Once you have an initial list of surgeons, get to know everything you can about them. Is this physician a current user? If not, have they expressed interest in your technology in the past? Do they have a need that your product treats? Utilize your network, attend specialty conferences and leverage online platforms (LinkedIn is great for this) to gather information.
3. Reach Out
When you’ve created a final list of surgeon targets, reach out to introduce yourself to each one with a concise and personalized email or phone call. Clearly state your purpose, including how you believe their expertise aligns with your product’s benefits. If your product doesn’t have current users, take the time to clearly state the clinical benefits of your device. How can your device enhance patient outcomes, improve surgical technique or address their unmet clinical needs?
Request a meeting — in person or via Zoom — during which you can make a personal connection to discuss their needs and potential collaboration opportunities.
This step is where you build rapport and credibility, which can be accomplished with thorough preparation. Let each surgeon know that you’ve researched their background, publications and recent achievements. Be genuinely interested in their challenges, goals and the broader healthcare landscape. Listen actively and ask insightful questions to demonstrate your understanding of their specialty and challenges. Most importantly, have a plan. Show the surgeons that you have a clear path to helping them before you ask them for help.
4. Follow Up
This step is essential. It shows your target surgeons that you are serious. Establish your lines of communication by asking them if they prefer a text, phone call or email. Respect their privacy but also keep the conversation moving. Some surgeons might object to one of your inquiries or requests just to see how you handle it. Answer their questions or concerns promptly, even if it requires delivering bad news. This proves to the surgeon that they will not be on this journey alone.
5. Acknowledge Other Stakeholders
Make sure that you identify all individuals involved in the product adoption decision-making process. This often includes nurses, administrators and C-suite executives. If you want to stand out from your competition, don’t forget this step (everyone else does). You are doing two things by introducing yourself to these stakeholders. You’re showing them that you believe in your proposition enough to get everyone involved, and that you are taking a portion of the work off your surgeon customer’s plate.
6. Remain Persistent
Persistence shows your surgeon champions that you are serious about their involvement. You can demonstrate this by not giving up when delays and obstacles are placed in your way. Text surgeons if they haven’t responded to an initial email or phone call. And remember, the conversation needs to be about them and not about you.
The process of connecting with surgeon champions takes time, and the formula might vary based on how well you already know the surgeons. The work is just beginning once you’ve secured your surgeon champions. Now you must continue to be supportive and responsive to their needs as they seek ways to educate other surgeons on your product. Assistance with podium talks and new product advocacy are just two ways in which they might seek your help.
Remember that this is a long-term relationship. You also must manage expectations from your manager. It sounds like a lot, but when done right, cultivating relationships with surgeon champions can be one of the most important and satisfying activities of your career.
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JC
John Cunningham is an independent rep with 25 years experience in orthopedic trauma, spine and total joint sales. He lives in Chicago with his wife, and enjoys reading and running marathons.
