Many times in medical sales, particularly with capital equipment, it can be hard to make a strong clinical case as to why your product is better. That's not to say there aren't capital products that don't have a strong clinical argument, but in many areas of the business, the difference is minimal.
The objective is then to put together a value proposition that, while it includes the clinical component, highlights the aspects of your product that makes the staff lives' easier or the most financial sense.
In this video, I outline some of the things to think about and the reality that many clinical decisions are being influenced by people who don't have a strong understanding of the clinical advantages of one product over another.
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