Dispelling 3 Common Myths About Omnichannel Sales in MedTech
In the dynamic realm of MedTech sales, misconceptions often cloud perceptions and hinder progress. Let’s unravel some prevalent myths and shed light on the reality behind omnichannel sales strategies:
Myth 1: Remote-sales reps can’t reach prospective physicians because they don’t have a presence on social media.
Reality: Healthcare providers are active on social media platforms. Contrary to popular belief, physicians are not immune to the social media trend. Platforms like LinkedIn, Twitter, and Doximity have become integral parts of their professional lives. For instance, Alpha Sophia has successfully matched over 180,000 LinkedIn profiles, 25,000 Twitter profiles, and over 500,000 Doximity profiles to healthcare practitioners. Embracing these channels offers a direct and personal line of communication to healthcare providers, providing sales reps with invaluable opportunities for engagement.
Myth 2: Email blasts are the only channel that works for medtech sales.
Fact: Email is becoming increasingly challenging for medtech sales. While email has been a staple in sales strategies, recent developments have made it a less reliable channel. Enforcement of new requirements by major email providers like Google and Yahoo has raised hurdles for bulk email senders. In contrast, social media presents a promising alternative. With its emphasis on personalized outreach and fewer restrictions, it offers a more effective and engaging platform for connecting with healthcare providers.
Myth 3: Personal relationships can only be established through in-face interactions.
Fact: The pandemic has reshaped communication dynamics. The events of recent years have underscored the importance of diversifying communication channels. While in-person interactions hold significance, other channels can complement and enhance relationship-building efforts. Increasing the visibility of content through various channels increases the surface area of interactions, fostering familiarity and trust over time. Embracing a multifaceted approach to communication allows sales reps to connect with physicians in meaningful ways, strengthening both individual relationships and the brand’s presence in the medtech industry.
In the ever-evolving landscape of medtech sales, dispelling these myths paves the way for embracing innovative approaches that resonate with today’s healthcare providers. By leveraging the potential of omnichannel strategies, sales professionals can forge deeper connections, drive engagement, and ultimately, drive success in this dynamic field.
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