As the medical equipment industry changes, it has become harder for companies to market orthopedic devices to physicians because physicians often must collaborate with hospitals when purchasing their equipment, says Sid Silverman, president of Spinal Associates. Spinal Associates is the exclusive distributor for Medtronic Spine in the New York area. Mr. Silverman discusses Spine Associate's marketing routine.
Q: What is the marketing procedure Spinal Associates goes through with a new product?
Sid Silverman: The process is that our reps show these products to the doctors. Most of the doctors are familiar with the products in some capacity. Doctors learn about these products during training, society meetings and trade shows. We'll go in and show them the products. And then we have to show things on the hospital level. There is group hospital purchasing. The industry and market has changed in determining what the hospital uses. Physicians used to make the decisions. Now the physician and the hospital collaborate on the decision.
Q: What challenges does your company face when marketing a new product?
SS: A product has to go through the product committee before we can use it. A lot of times the newer technology is based on what the new surgeons want. We show them clinical data on why the product is better. The physicians can go to a seminar and train on the product. They can get their hands on the product in a cadaver lab to see if there are benefits to it. It's a long process.
Q: What are the advantages of using distribution companies such as Spinal Associates?
SS: We've been 20 years in the market and we have incredible longevity. We have connections. I think our industry is based on creating the value between the doctor and the sales rep.
Learn more about Spinal Associates.
Read more coverage on Medtronic.
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-Medtronic Launches Mastergraft Strip for Bone-Grafting Surgeries
Q: What is the marketing procedure Spinal Associates goes through with a new product?
Sid Silverman: The process is that our reps show these products to the doctors. Most of the doctors are familiar with the products in some capacity. Doctors learn about these products during training, society meetings and trade shows. We'll go in and show them the products. And then we have to show things on the hospital level. There is group hospital purchasing. The industry and market has changed in determining what the hospital uses. Physicians used to make the decisions. Now the physician and the hospital collaborate on the decision.
Q: What challenges does your company face when marketing a new product?
SS: A product has to go through the product committee before we can use it. A lot of times the newer technology is based on what the new surgeons want. We show them clinical data on why the product is better. The physicians can go to a seminar and train on the product. They can get their hands on the product in a cadaver lab to see if there are benefits to it. It's a long process.
Q: What are the advantages of using distribution companies such as Spinal Associates?
SS: We've been 20 years in the market and we have incredible longevity. We have connections. I think our industry is based on creating the value between the doctor and the sales rep.
Learn more about Spinal Associates.
Read more coverage on Medtronic.
-Medtronic Launches SOVEREIGN Spinal System
-Medtronic Launches SRH 3Dx Spinal System
-Medtronic Launches Mastergraft Strip for Bone-Grafting Surgeries