How To Become A Surgical Sales Rep: 3 Things to Know Before The OR
Attending surgeries isn’t something most non-surgical people have the opportunity to do. For surgical sales representatives, however, there is increasing demand to be present for certain procedures.
Orthopedic surgeries, for example, often involve the insertion of devices like artificial joints that require high-level product expertise and niche tools. An orthopedic surgical sales representative who specializes in that particular device is valuable because of the in-depth insights they provide about the device.
That said, the relationship between the surgeon and the sales rep can be challenging to navigate when there’s a mismatch of expectations. Going into the OR with the right knowledge and mindset can set you up for success.
Here are a few things surgeons say they want sales reps to know before entering the OR.
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Baseline Surgical Orthopedic Knowledge
The detailed knowledge surgical sales reps have about their medical equipment is a huge advantage in the OR. Surgeons can turn to them for real-time technical feedback and assistance.
But familiarity with a product used in surgery doesn’t always translate to specific knowledge about surgery itself. Many surgical device sales reps have a life sciences background or experience in the medical industry, but attending surgery isn’t common to most job descriptions.
Dr. Selene Parekh is an orthopedic surgeon with more than two decades of experience specializing in foot and ankle procedures. In addition to working at the North Carolina Orthopaedic Clinic, he is also a Professor of Orthopedic Surgery at Duke University and a surgeon educator with OREdmasters.
We asked him what he would like to see more sales reps focusing on before attending one of his procedures.
“I would hope that there was a foundational amount of knowledge on the anatomy, the disease state, and the surgery being performed,” said Dr. Parekh.
That includes a basic understanding of orthopedic surgery terminology and concepts, a solid grasp of foot and ankle anatomy, and familiarity with the different conditions being treated.
Expectations of the Sales Rep Role
Not everyone is welcoming of sales reps in a surgical setting, with some critics questioning why they’re there in the first place.
The best way to mitigate misconceptions and fears is by making sure expectations about the role of the sales rep are clear to all involved.
Dr. Gregory Berlet, the Managing Partner of the Orthopedic Foot and Ankle Center in Westerville, Ohio, is a noted orthopedic surgeon and expert in sports medicine. He has authored more than 150 papers and is the founding editor of the publication Foot and Ankle Specialist.
Dr. Berlet is also a surgeon educator with OREdmasters, where he teaches medical device sales reps the skills and knowledge they need to succeed in the OR. He explained what he expects from sales reps in his operating room.
“Hospital and ambulatory surgery center (ASC) equipment managers, sterile processing departments and often surgical techs do not have knowledge regarding how the equipment is used,“ Dr. Berlet said.
“The rep is the equipment expert in the facility and needs to know their equipment, how it works, confirm that it is all present and be able to troubleshoot.”
The surgical sales rep isn’t in the OR to close a deal: they are there to assist and provide expert support to the medical team using the device.
Familiarity with Policies and Procedures
The policies and procedures for attending a surgery can differ between hospitals, surgical centers, clinics and medical device companies.
It’s important to be familiar with respective rules governing patient interaction and maintaining a sterile environment, for example, to make sure everything runs smoothly and efficiently. Oftentimes, the medical device company or the hospital will provide training and guidelines.
Being comfortable in an operating room takes time and education. Attending a surgery can be an intense experience during a high-stakes, high-pressure procedure and knowing how to handle the situation helps the sales rep become an important part of the OR team.
Learn With Leading Surgeons
Dr. Parekh and Dr. Berlet are two of several expert surgeons with OREdmasters who provide training and education to sales reps looking to establish themselves in the OR.
The on-demand, online medical device training covers a comprehensive curriculum developed by surgeons and other leading industry professionals to give sales reps the tools they need to excel.
Interested in gaining the knowledge surgeons say they wish sales reps had? Enroll today in a wide range of courses about surgical subspecialties, orthopedic anatomy, disease states and more.