April 16, 2025- Repertoire Magazine sat down with Horoff, author of Mastering Medical Sales – The Evolution – The Modern Playbook for Medical Sales Professionals, about his new book, how medical sales has changed over the years, and what it takes to be a successful medical sales rep in today’s market.
This is not Horoff’s first book about medical sales. In 2010, he released Mastering Medical Sales – The Essential Attitudes, Habits & Skills of High-earning Medical Sales Professionals, a practical guide for how to navigate and succeed in the complex world of medical sales.
With his new book, Horoff wanted to provide a more contemporary look at medical sales because it has changed so much in the last 15 years. He wrote Mastering Medical Sales – The Evolution for new and emerging sales representatives, hoping to give them a toolkit that equips them to navigate the dynamic waters of this industry.
“Medical sales has become a lot more complex,” he said. “When I wrote the previous book in 2010, things like value analysis committees existed, and we were certainly dealing with GPOs and IDNs, but it’s intensified and the number of people who sit on value analysis committees has expanded. It’s become a lot more challenging for sales representatives to define the individual value propositions for each of the stakeholders.”
Due to technology innovations, the pandemic, and economic pressures, the industry has changed drastically in the last decade and a half. Horoff argues in his book that ‘just selling’ doesn’t cut it anymore. A good pitch can take you a long way, but your customers need to see value in the products they are purchasing.
Continue Reading in the latest issue of Repertoire Magazine.