Repertoire: What two or three things do you offer your distributor rep partners to enhance their sales?
Brian Warren: My distributor partners and our customers view me as a key resource for non-invasive monitoring whom they can trust. I’ve built that trust by exhibiting an unmatched level of product knowledge and dependable communication standards. The most significant reason why I bring value and enhance sales is my passion for helping customers provide the best patient care. My passion is an extension of Masimo’s most important guiding principle, “Do what is best for patient care.”
Repertoire: Name two or three ways your distributor rep partners help you add value to your accounts.
Warren: Distributor reps are an extension of their customers’ practices and often feel as if they are part of their team or even family. I rely on my distributor partners to understand the challenges our customers encounter, and who utilize me to bring solutions to the table. They’ve cultivated customer relationships on a deep level and customers, in turn, trust their recommendations. Distributor reps that understand the solutions Masimo offers are able to enhance their customers’ practices, productivity, and patient care.
Repertoire: What is the biggest change you anticipate in medical products sales in the next five years?
Warren: It’s no secret that MACRA is going to be a major driver of change in our industry. MACRA will prove to be a significant challenge for independent and small practices. The changing financial incentives will force change in the way physicians practice. Distributors and manufacturers must work together to provide solutions that make sense for their customers in a significantly altered reimbursement landscape.
Repertoire: Do you think distributor reps should embrace ride days? If so, why? If not, why not?
Warren: Absolutely. Distributor reps sell thousands of products; each manufacturer rep is the expert on a few of those products. In addition to the value of having a product expert along to help you close business, I view ride days as part of distributor reps’ continuing education; there is a reason providers are required to obtain CME credits. Ride days are the best way for reps to expand their knowledge of products, trends, and industry change. And in addition to learning, reps can expand the product portfolio they can sell to their customers.
Repertoire: Can you share a favorite ride-day story?
Warren: My favorite ride day was a day last year in Phoenix when a distributor rep partner and I were focusing on pediatric customers. We visited a pediatric office that was in need of a new infant pulse oximeter. When we arrived, the provider asked if they could use a demo device on an infant who was currently in an exam room. The provider had been using an older competitive pulse oximeter that was showing desaturated pulse oximetry values. The provider had been about to send the infant to the hospital to be put on oxygen before we walked in. Once the Masimo pulse oximeter was placed on the infant, the provider was finally able to obtain an accurate pulse oximetry value, which prevented a hospital visit and much unnecessary cost and worry for the patient and family. This is one of many ride days where I’ve been able to present superior Masimo technology with distributor partners. It’s helped save time, money, and – most importantly – provided better patient care.